GRAPHIC  SELLING  CHARTS 


FOR  LIFE  AGENTS 


A  SERIES  OF  COLORED  GRAPHS  DEPICTING 
IMPORTANT  FEATURES  OF  LIFE  INSURANCE 


OF  VALUE  TO 

AGENTS--POLICYHOLDERS  -BENEFICIARIES 


A  FIRST  COURSE  FOR  THE  LIFE  AGENT  IN 

“How  to  Chart  the  Facts  of  Life  Insurance” 


By 

F.  H.  KORTRIGHT 


PRICE  TEN  DOLLARS 

4  c 

19  2  2 


THE  SPECTATOR  COMPANY 


CHICAGO 


NEW  YORK 


Copyright,  1922,  by 
THE  SPECTATOR  COMPANY 
New  York 


INDEX  TO  TEXT 

v,  CHAPTER  1.  The  Object  and  Purpose  of  GRAPHIC  SELLING  CHARTS.  Page  5 


CHAPTER  2.  The  Psychology  of  Selling  by  Charts.. . Page  10*7 

CHAPTER  3.  Eight  Practical  Canvasses  with  Charts . Page  12  P 

CHAPTER  4.  How  to  Study  and  Demonstrate  Charts . Page  15^ 


INDEX  TO  CHARTS 


SERIES  “A”— GENERAL  FACTS 

An  insurable  asset . A.  No.  1 

Figure  it  out  yourself . A.  No.  2 

The  amount  of  participating  insurance  that  $100  premium  will  buy . A.  No.  3 

We  all  must  die — Showing  the  “Expectancy”  at  different  ages . A.  No.  4 

The  increasing  cost  of  insurance — Comparing  premiums  at  various  ages . A.  No.  3 

Percentages  of  deaths  from  most  common  diseases . A.  No.  6 

Can  you  afford  more  insurance?  A  cigar  a  day  will  pay  for  $1300  Insurance.  .  .A.  No.  7 

Do  you  carry  enough  insurance — The  capitalized  value  of  various  incomes . A.  No.  8 

How  much  insurance  should  a  man  carry? . A.  No.  9 

A  comparison  of  life  insurance  with  fire  insurance . A.  No.  10 

Life  insurance  versus  other  investments . A.  No.  11 

The  value  of  the  loan  feature — Money  not  “tied  up”  by  insurance . A.  No.  12 

The  growth  and  strength  of  old  line  insurance  companies  in  U.  S . A.  No.  13 

Those  incapable  of  self  support  at  various  ages . A.  No.  14 

A  few  startling  facts  showing  1 00  average  estates . A.  No.  1 3 

The  varying  fortunes  of  100  average  men . A.  No.  16 

SERIES  “B”— POLICIES 

A  20  Year  Endowment  Policy  (Participating) . B.  No.  1 

A  20  Payment  Life  Policy  (Participating) . B.  No.  2 

An  Ordinary  Life  Policy  (Participating) . B.  No.  3 

Continuous  Monthly  Income  (Participating) . B.  No.  4 

SERIES  “C”— CLAUSES  AND  OPTIONS 

v"/ 

A  comparison:  20  Year  Endowment — 20  Pay  Life — Ordinary  Life . C.  No.  1 

Premiums — cash  surrender  values  and  paid-up  insurance — 20  Pay  Life . C.  No.  2 

Settlement  Plan  No.  1  (definite  instalments) . C.  No.  3 

Settlement  Plan  No.  2  (continuous  instalments) . . C.  No.  4 

Disability  clause — with  monthly  income — (20  Payment  Life  Policy) . C.  No.  5 

Extended  Insurance  Clause  (Endowment  Policy) . C.  No.  6 

Extended  Insurance  Clause  (Limited  Payment  Life  Policy) . C.  No.  7 


IMPORTANT  CAUTION  TO 
AGENTS 

Study  carefully  the  first  four  Chapters 
of  this  hook,  for  upon  so  doing,  will 
depend  your  successful  use  of  the 
Charts. 


Chapter  I 

THE  OBJECT  AND  PURPOSE  OF  GRAPHIC  SELLING  CHARTS 

An  analysis  of  the  problem  of  the  sale  of  life  insurance  contracts  to  the  public  shows 
that  if  increased  sales  are  desired  certain  adverse  factors  must  be  overcome.  Briefly 
summarized  these  factors  are: — 

1 .  Lack  of  knowledge  on  the  part  of  the  life  agent  of  the  article  he  is  selling. 

2.  Unconvincing,  ineffective,  and  hackneyed  methods  of  demonstration. 

3.  Lack  of  appreciation  on  the  part  of  the  public  of  the  full  advantages  of  insurance. 

These  points  could  all  be  overcome  by  a  more  adequate  portrayal  of  the  facts  of  life 
insurance.  This  is  only  possible  by  the  use  of  graphic  methods,  and  these  charts  are  the 
result  of  an  endeavor  on  the  part  of  the  author  to  ameliorate  the  adverse  factors  above 
enumerated.  The  compilation  and  publication  of  this  book  is  designed  to  place  in  the 
hands  of  the  life  agent  a  means  which  will  materially  assist  him  to  overcome  these  adverse 
conditions. 

In  the  following  pages  the  use  of  these  charts  will  be  dealt  with  under  the  following 
heads:  (1)  The  Agent,  (2)  The  Prospect,  (3)  The  Educational  Value,  (4)  General  Effi¬ 
ciency. 

THE  AGENT 

By  the  use  of  charts  the  agent  can  get  the  attention  and  interest  of  a  larger  number  of 
people  in  his  proposition  than  by  any  other  method.  In  addition  he  will  succeed  inbringing 
about  a  clearer  understanding  in  the  minds  of  his  prospects.  He  will  impress  their  memory 
and  will  increase  their  confidence  in  the  facts  of  his  proposition,  and  he  will,  therefore, 
sell  more  insurance. 

The  agent  who  presents  his  proposition  by  charts  reduces  it  to  its  essential  elements, 
and  presents  it  in  logical  sequence.  The  relationship  of  every  fact  to  every  other  fact  in 
his  sales  talk  is  made  evident. 

By  the  use  of  charts  this  logical  sequence  of  a  proposition  is  predetermined;  the  agent 
knows  what  he  is  going  to  say,  and  his  sales  talk  is  therefore  strong  and  convincing.  As  a 
consequence,  the  prospect’s  attention  is  irresistibly  held;  his  mind  will  not  wander. 

By  the  use  of  charts  the  agent  starts  at  the  correct  beginning  of  his  proposition,  and 
step  by  step  leads  directly  to  his  conclusion.  This  makes  his  talk  effective,  interesting  and 
readily  understood.  The  Prospect  will  attentively  follow  him  and  be  convinced. 

Men  who  sell  from  catalogues,  and  from  samples,  recognize  the  value  of  having  some¬ 
thing  to  show.  Charts  put  this  weapon  in  the  hands  of  the  insurance  agent.  The  con¬ 
fidence  of  the  man  who  sells  by  charts  is  increased,  and  with  the  eyes  of  the  listener,  not 
upon  him,  but  upon  the  chart,  his  self-consciousness  disappears  and  his  sole  object  is  to 
make  his  ideas  clear.  His  talk  becomes  interesting  and  convincing. 

Attempts  on  the  part  of  the  prospect  to  sidetrack  the  salesman,  or  to  force  a  hurried 
demonstration,  in  which  important  steps  have  to  be  sacrificed  in  order  to  reach  a  premature 
conclusion,  do  not  occur. 


5 


GRAPHIC  SELLING  CHARTS 


The  agent,  who  knows  beforehand  the  angle  from  which  to  approach  any  particular 
prospect,  can  select  charts  which  will  appeal  effectively.  When  in  doubt  as  to  the  appeal 
which  will  bring  about  a  sale,  by  the  skilful  use  of  charts,  this  appeal  can  be  discovered. 
This  latter  represents  the  big  majority  of  cases. 

The  wonderful  benefits  of  insurance  render  it  a  commodity  which  can  be  sold  on  its 
merits.  The  oratorical  salesman  is  vanishing  and  is  being  replaced  by  the  salesman  who 
can  prove  the  merits  of  his  proposition.  Insurance  worth  writing  is  bought  on  its  merits, 
and  it  is  bought  from  the  salesman  who  solicits  it  in  that  spirit.  Charts  enable  the  salesman 
to  appeal  to  the  intelligence  of  his  prospects  as  well  as  to  their  sentiment. 

The  salesman,  with  this  book  of  charts  at  his  disposal,  can  with  very  little  trouble 
prepare  special  charts  for  individual  prospects.  This  will  show  a  real  interest  on  his 
part  in  their  case,  and  will  impress  them  with  the  idea  of  work  done  for  their  benefit. 

The  agent,  who  promises  to  present  a  proposition  in  chart  form  for  a  prospect’s  con¬ 
sideration,  will  so  arouse  his  interest  that  he  will  be  able  to  secure  information  with  regard 
to  the  prospect’s  personal  situation  otherwise  unavailable.  In  many  cases  this  will  assure 
him  a  sale. 

The  agent  will  find  that  a  few  evenings’  application  will  make  him  proficient  in  the 
use  of  these  charts.  The  protracted  period  of  study  essential  to  many  “Courses”  is  thus 
obviated.  These  charts  make  the  agent’s  work  easy. 

THE  PROSPECT 

The  attitude  of  the  prospect  towards  the  use  of  these  charts  as  a  means  of  demon¬ 
strating  insurance  is  most  gratifying. 

The  agent  will  find  that  he  will  gain  the  confidence  of  the  prospect  in  his  proposition 
by  this  method  of  presenting  it.  In  the  sale  of  life  insurance  Confidence  is  a  most  essential 
factor. 

The  Prospect  will  more  fully  appreciate  the  value  of  insurance  as  he  will  see  it  in  its 
true  light  and  the  saving  of  time  which  results  from  a  demonstration  by  charts  is  an  im¬ 
portant  consideration  to  him. 

Charts  specially  prepared  for  individual  prospects  are  a  sure  means  of  gaining  their 
appreciation  of  work  done  for  their  special  benefit. 

Should  a  prospect  not  be  satisfied  with  the  policy  which  the  agent  has  suggested  for 
him,  in  a  very  brief  time  he  can,  by  reviewing  the  different  types  of  policies,  select  one 
which  he  considers  more  applicable.  By  the  use  of  charts  the  confusion,  which  might 
result  in  allowing  the  prospect  a  “Choice”,  is  obviated,  and  the  fact  that  the  final  selec¬ 
tion  is  made  by  the  prospect  results  in  his  becoming  a  Satisfied  Client. 

In  many  cases  it  would  actually  be  wise  to  demonstrate  more  than  one  kind  of  policy, 
as  the  comparisons  afforded  by  the  use  of  charts  bring  out  the  benefits  of  each  one  to  the 
fullest  extent,  and  the  final  selection  will  be  made  by  the  prospect  with  full  confidence  in 
his  choice. 

When  a  demonstration  is  made  by  the  use  of  charts  the  prospect  himself  arrives  at 
the  desired  conclusion  as  though  it  were  his  own,  and  is  thus  in  the  frame  of  mind  which 
will  more  often  result  in  a  sale. 


6 


GRAPHIC  SELLING  CHARTS 


THE  EDUCATIONAL  VALUE 

Educational  to  the  Public.  It  is  recognized  that  one  of  the  reasons  that  more  Life 
Insurance  is  being  sold  now  than  heretofore  is  the  fact  that  the  Public  has  acquired  a  fuller 
understanding  of  the  benefits  to  be  derived  therefrom. 

Does  the  public,  however,  really  understand  Insurance? 

It  is  the  experience  of  the  author  that  the  average  man  has  but  a  very  hazy  and  gen¬ 
eral  idea  of  Insurance  and  that  if  his  conception  of  itsmerits  were  clearer  he  would  buy  more 
readily.  He  will  admit  that  it  is  “a  good  thing,”  but  it  is  surprising  how  few  men  can 
explain  the  essential  differences  between  the  commonest  types  of  policies. 

By  the  use  of  these  charts  a  complete  understanding  is  brought  about  in  the  mind  of 
the  person  to  whom  they  are  shown.  In  other  words  their  educational  value  is  high  and 
will  result  in  an  increased  appreciation  of  the  advantages  of  Insurance  and  therefore,  in 
increased  sales. 

Owing  to  the  fact  that  so  much  more  ground  can  be  covered  in  a  short  time  by  the 
use  of  charts,  the  agent  is  enabled  not  only  to  explain  the  main  facts  of  a  policy,  but  also 
to  impress  upon  the  prospect  the  advantages  and  accommodations  which  are  afforded  by 
the  various  clauses  and  privileges.  This  means  a  broader  knowledge  and  fuller  under¬ 
standing  of  the  subject  on  the  part  of  the  public,  a  condition  most  desirable  to  the  Insur¬ 
ance  Salesman. 

Educational  to  the  Agent.  A  first  class  salesman  must  understand  and  appreciate 
what  he  is  offering.  Unless  he  has  a  full  appreciation  of  the  merits  of  his  article  he  will 
fail  in  his  effort  to  inspire  others  to  the  point  where  they  will  buy. 

To  really  appreciate  figures  they  must  be  charted.  To  really  appreciate  relationships 
they  must  be  charted.  For  instance  the  rate  book  which  is  issued  to  the  agent  is  a  mass  of 
figures  full  of  meanings  and  pregnant  with  significance,  but  the  facts  contained  can  only 
be  appreciated  after  a  laborious  mental  process.  When  charted,  however,  all  the  rela¬ 
tionships  are  made  clear,  and  a  true  value  of  the  facts  is  readily  obtained. 

While  no  single  new  fact  has  been  created  in  the  compilation  of  this  book,  old  facts 
have  been  presented  in  a  manner  in  which  they  are  understood  rapidly;  familiar  arguments 
become  still  stronger  and  more  convincing.  This  demonstrates  clearly  the  value  of  the 
graphic  chart  from  the  educational  point  of  view. 

These  charts  provide  the  means  for  the  new  agent  to  readily  acquire  a  thorough  grasp 
and  understanding  of  life  insurance;  they  may  more  quickly  and  efficiently  train  them¬ 
selves  by  the  use  of  graphic  methods  than  by  any  other  means. 

EFFICIENCY 

A  definition  of  efficiency  which  may  serve  the  purpose  of  this  section  is: — “The  At¬ 
tainment  of  the  Maximum  Result  in  the  Minimum  Time  with  the  Minimum  Waste.” 

The  waste  which  is  now  occurring  in  the  sale  of  Insurance  is  truly  lamentable. 

Insurance  companies  have  developed,  at  considerable  expense,  the  most  attractive 
forms  of  policies,  they  spend  money  liberally  in  advertising;  they  spend  time  and  money  in 
the  training  of  their  agents;  they  maintain  an  expensive  staff  of  experts  to  further  the  end 


7 


GRAPHIC  SELLING  CHARTS 


in  view.  Ail  these  are  essential  to  the  selling  of  its  contracts  by  the  modern  company, 
but  the  necessary  last  step,  the  culmination  of  all  its  efforts,  comes  when  the  agent  meets 
the  prospect. 

Unless  the  agent  is  efficient  in  the  performance  of  his  duties,  much  of  this  expense  and 
trouble  on  the  part  of  the  company  is  wasted. 

The  agent  in  his  daily  rounds  tries  to  see  as  many  people  as  possible,  knowing  that  he 
will  obtain  interviews  from  only  a  certain  few.  If  he  could  increase  the  number  of  his 
interviews  he  would  be  more  efficient. 

By  the  use  of  these  charts,  as  a  means  of  securing  interviews,  the  salesman  will 
find  it  possible  to  increase  the  number  of  interviews  which  he  makes;  eliminating 
waste  and  becoming  more  efficient. 

The  agent  realizes  that  after  having  secured  an  interview  his  object  becomes  that  of 
trying  to  obtain  the  attention  and  interest  of  his  listener.  He  also  realizes  that  he  will 
interest  only  a  percentage  of  those  with  whom  he  has  secured  interviews.  If  he  could 
succeed  in  interesting  a  larger  percentage  he  would  be  more  efficient. 

By  the  very  nature  of  this  means  of  demonstrating  insurance,  it  will  be  shown  else¬ 
where  that  the  attention  of  the  prospect  is  readily  secured,  and  that  his  interest 
in  the  proposition  is  invariably  aroused.  It  is  obvious,  therefore,  that  the  sales¬ 
man  is  again  eliminating  a  serious  source  of  waste. 

All  those  who  become  interested  do  not  necessarily  buy,  and  if  our  agent  could  increase 
the  percentage  of  buyers  among  those  whom  he  has  interested  he  would  be  more  efficient. 

The  understanding  which  is  brought  about  by  charts  and  the  confidence  which  is 
aroused  are  both  further  steps  in  obtaining  action  on  the  part  of  the  prospect. 
The  agent,  therefore,  will  increase  the  number  of  buyers.  In  this  third  stage  of  the 
sale,  also,  the  agent’s  efficiency  has  been  increased  by  the  elimination  of  wasted 
effort  and  time. 

The  object  which  we  set  out  to  accomplish — namely,  to  increase  the  efficiency  of  the 
agent — would  now  be  attained,  and  the  general  efficiency  of  the  insurance  company  would 
no  longer  be  unbalanced. 

In  addition  to  the  foregoing  at  least  three  other  points  may  be  enumerated  whereby 
the  use  of  graphic  charts  tends  to  increase  the  efficiency  of  the  insurance  company: 

By  the  use  of  these  charts  it  is  possible  to  more  quickly,  and  more  thoroughly,  train 
new  agents  and  the  waste  due  to  the  high  turnover  of  insurance  agents  is  greatly  reduced. 

In  selling  from  catalogues,  samples,  or  charts  the  confidence  of  the  salesman  is  in¬ 
creased,  his  nervousness  disappears,  the  quality  of  his  demonstration  is  superior;  he  is, 
therefore,  a  better  and  more  efficient  salesman. 

The  effect  on  the  public  of  a  clearer  understanding  of  the  basic  principles  and  ad¬ 
vantages  of  insurance  again  spells  efficiency.  Less  time,  money,  and  effort  need  be  ex¬ 
pended  on  their  education. 


S 


8 


Chapter  II 


THE  PSYCHOLOGY  OF  SELLING  BY  CHARTS 

During  the  last  few  years  insurance  salesmen  have  been  presented  with  the  opportunity 
of  taking  various  excellent  courses  on  salesmanship.  Many  of  these  courses  are  based  on 
the  Science  of  Psychology. 

To  the  agent  who  has  studied  any  of  these  courses  the  subject  of  this  section  will 
merely  serve  to  add  a  little  to  his  present  knowledge;  on  the  other  hand,  the  agent  who  has 
not  availed  himself  of  such  courses  will  find  the  matter  contained  herein  both  instructive 
and  useful. 

We  will  now  very  briefly  look  into  the  psychological  principles  underlying  the  use  of 
charts  for  selling.  All  the  information  set  forth  in  this  Chapter  is  the  result  of  practical 
experience;  there  are  no  theories  which  cannot  be  amply  substantiated. 

On  presenting  a  chart  to  a  prospect  there  will  be  four  definite  psychological  reactions: 

1.  ATTENTION  will  be  secured. 

2.  INTEREST  will  be  aroused. 

3.  DESIRE  will  be  created. 

4.  ACTION  will  be  stimulated. 

The  reader  should  carefully  weigh  the  magnitude  of  this  claim.  If  charts  will  ac¬ 
complish  these  four  points,  what  a  wonderful  weapon  they  become.  We  will  now  separately 
examine  each  point,  showing  how  these  results  are  attained  and  how  they  are  related. 

ATTENTION 

Psychologists  recognize  at  least  two  forms  of  attention:  (1st)  That  in  which  a 
sudden,  quick,  unexpected  movement,  sound  or  sight  causes  the  subject  to  start,  to  look 
up.  (2nd)  That  kind  of  attention  which  is  granted  by  a  listener  when  requested  by  a 
speaker  to  “pay  attention.” 

The  opening  of  this  book  of  charts  in  front  of  the  prospect  immediately  catches  his 
eye;  on  seeing  the  chart,  the  colors  and  varying  shapes  immediately  attract  his  first  at¬ 
tention.  His  curiosity  has  been  aroused  and  a  request  from  the  agent  to  “look  at  this  for 
a  moment”  secures  his  full  and  complete  attention. 

INTEREST 

Interest  takes  place  when  the  prospect  appreciates  the  meaning  of  what  is  before 
him;  when  his  mind  reacts  with  the  mind  of  the  talker,  when  he  begins  to  see  the  why  and 
wherefore  of  the  situation.  Interest  is  often  termed  “Secondary  Attention.” 

As  the  agent  indicates  to  the  prospect  the  meaning,  the  significance,  and  the  relation¬ 
ship  of  the  bars  and  colors  on  a  chart  the  facts  become  meaningful  and  are  appreciated, 
and  the  prospect’s  mind  assumes  the  state  of  “Secondary  Attention”  or  “Interest.” 


9 


GRAPHIC  SELLING  CHARTS 


DESIRE 

The  two  main  factors  of  Desire  namely  Understanding  and  Confidence  are  each  so 
important  that  they  will  be  dealt  with  under  separate  heads: 

Understanding.  Facts,  to  be  understood  clearly,  must  be  properly  and  logically 
associated  in  the  mind. 

By  means  of  charts  facts  are  arranged  on  paper  as  they  would  have  to  be  arranged  in 
the  mind  in  order  to  be  properly  understood. 

The  clarity  and  the  logical  sequence  with  which  the  facts  of  insurance,  charted  as  they 
are  in  this  book,  are  presented  to  the  prospect,  immediately  give  him  a  clear  understanding 
of  the  proposition  before  him.  By  the  use  of  charts  understanding  is  brought  about  with 
the  minimum  of  mental  effort  and  time. 

Confidence.  Space  does  not  permit  that  the  Psychology  of  Belief  be  dealt  with  at 
length.  It  will  suffice  to  say,  that:  Belief  is  a  natural  state  of  mind,  Disbelief  is  artificial. 

The  charts  contained  in  this  book  deal  with  facts,  and  facts  only,  and  are  so  obviously 
accurate  and  convincing  that  the  confidence  of  the  prospect  is  gained  from  the  start.  He 
may  be  amazed,  but  disbelief,  the  unnatural  state  of  mind,  is  never  aroused. 

Facts  presented  by  figures,  on  the  other  hand,  and  attempts  to  convince  by  arguments 
and  discussion  often  lead  to  uncertainty  and  distrust  in  the  mind  of  the  prospect. 

ACTION 

It  has  now  been  shown,  that  the  Attention  of  the  prospect  has  been  attracted  and  held, 
that  his  Interest  has  been  aroused,  that  he  has  clearly  Understood  the  proposition  presented 
to  him,  and  that  his  Confidence  in  the  facts  before  him,  has  been  won. 

All  the  essential  preliminaries  to  a  sale  have,  therefore,  been  accomplished  and  the 
prospect  is  now  in  the  frame  of  mind  in  which  he  will,  upon  the  agent’s  suggestion,  take 
the  necessary  Action. 

Everything  that  has  been  stated  in  this  Chapter  will  be  found  to  coincide  with  the 
experience  of  salesmen  and  with  the  psychological  studies  of  effective  selling. 

The  sequence  of  a  sale  has  been  many  times  described.  Words  may  vary,  but  the 
essential  instructions  to  salesmen  are  to: 

1 .  Attract  attention 

2.  Arouse  interest 

3.  Create  desire 

4.  Induce  action. 

As  shown  under  the  heading  of  “The  Psychology  of  Selling  by  Charts”  this  sequence  is 
secured  and  maintained  by  the  use  of  charts.  It  is  accomplished  more  thoroughly,  more 
completely,  and  more  quickly  by  the  use  of  charts  than  by  any  other  method. 


10 


Chapter  in 


EIGHT  PRACTICAL  CANVASSES  WITH  CHARTS 

These  charts  have  been  put  through  every  possible  test  as  to  their  efficacy  in  the  sale 
of  insurance.  They  have  been  tested  by  many  different  types  of  agents  and  have  produced 
such  results  that  those  who  have  used  them  have  come  to  regard  them  as  indispensable 
aids  in  almost  every  sale. 

As  is  to  be  expected,  the  method  of  employing  the  charts  varies  with  the  salesman; 
the  manner  in  which  one  agent  uses  the  charts  being  quite  different  to  that  employed  by 
another. 

Eight  different  methods  of  using  the  charts  during  a  sale  will  now  be  explained,  and 
you  will  choose  the  one  which  suits  the  occasion  and  your  style  of  selling.  Each  method 
has  been  successfully  used  and  no  particular  one  has  produced  results  which  stamp  it  as 
superior  to  the  others.  You  will  realize  that  your  methods  must  necessarily  vary  to  suit 
the  particular  prospect  or  class  of  prospect  you  are  canvassing,  and  that  no  hard  and  fast 
rule  can  be  laid  down  as  to  which  method  to  use,  or  when  to  use  it. 


METHOD  No.  1 

THE  USE  OF  CHARTS  THROUGHOUT  THE  ENTIRE  SALE  FROM  “ATTEN¬ 
TION”  TO  “CLOSE” 

Employing  this  method  you  would  approach  the  prospect  with  any  such  remark  as, 
“Mr.  Brown,  I  have  something  that  I  want  to  show  you.”  You  would  then  open  the 
book  at  a  selected  chart  of  Series  A  and  proceed  to  explain  it  to  him.  His  attention 
is  assured. 


You  would  show  two  or  more  of  this  Series  and  would  then  pass  on  to  the  chart  il¬ 
lustrating  the  policy  that  you  desire  to  sell.  An  attempt  to  close  is  then  in  order.  The 
prospect  might  now  voice  one  of  his  “objections,”  which  you  would  proceed  to  meet  with 
the  chart  designed  for  the  purpose;  this  chart  may  be  one  of  Series  “A”  or  Series  “C”  or  it 
might  be  that  his  “Objection”  takes  the  form  of  a  declared  preference  for  another  type  of 
policy,  which  would  then  be  demonstrated.  The  canvass  would  continue  in  this  manner 
using  in  succession  the  charts  required. 


METHOD  No.  2 

SHOWING  ONE  OR  TWO  CHARTS  ONLY,  TO  OBTAIN  “ATTENTION”  AND  “IN¬ 
TEREST”  AND  TELLING  THE  PROSPECT  THAT  THE  PURPOSE  OF  YOUR  CALL  IS 
MERELY  TO  OBTAIN  SUFFICIENT  INFORMATION  TO  ENABLE  YOU  TO  PRE¬ 
PARE  A  SPECIALLY  CHARTED  PROPOSITION  FOR  HIS  CONSIDERATION 


You  would  demonstrate  to  the  prospect  any  chart  of  Series  “B”  or  Series  “A”  and  tell 
him  that  you  are  anxious  to  prepare  for  him  a  series  of  charts  representing  a  proposition 
suitable  to  his  requirements. 


ii 


GRAPHIC  SELLING  CHARTS 


In  no  case  in  which  this  appeal  has  been  made  has  the  prospect  failed  to  give  the 
agent  the  required  information,  for  the  simple  reason  that  his  curiosity  has  been  thoroughly 
aroused. 

You  then  tell  him  that  you  will  have  the  proposition  ready  for  him  in  a  couple  of 
days.  He  has  committed  himself  to  a  second  interview;  which  is  virtually  an  appointment, 
and  you  have  information  with  regard  to  his  case  otherwise  unobtainable. 

You  would  then  prepare  for  him  a  policy  chart  similar  to  any  of  Series  B  and  would 
make  copies  of  any  charts  of  Series  A  or  Series  C  which  are  necessary  to  round  out  the 
proposition.  On  these  special  charts  the  prospect’s  name  should  be  written  or  typed  in  a 
conspicuous  place. 

At  your  second  interview  you  will  find  that  he  will  appreciate  the  work  that  you  have 
done  and  will  give  favorable  consideration  to  your  proposals. 

This  method  of  using  the  charts  has  been  most  successfully  employed  in  the  case  of 
the  cold  canvass  when  the  information  with  regard  to  the  prospect  had  previously  been 
insufficient. 


METHOD  No.  3 

TO  OBTAIN  A  LONG  INTERVIEW  WITH  A  PROSPECT  AND  SHOW  HIM  ALL  THE 

CHARTS,  EXPLAINING  EACH  FULLY 

Secure  an  appointment  with  the  prospect  for  the  purpose  of  showing  him  something 
“New  and  Interesting.”  Endeavor  to  obtain  this  interview  when  you  will  be  free  from 
interruptions;  preferably  at  night  at  the  prospect’s  home. 

You  would  then  proceed  to  demonstrate  every  chart  that  you  have,  including  all  the 
policy  charts.  You  would  not  in  this  demonstration  appear  to  be  “Selling”  the  prospect, 
but  the  result  would  be  that,  by  the  end  of  the  interview,  which  would  last  a  couple  of 
hours,  the  prospect  will  be  completely  “Sold”  and  a  very  keen  desire  would  be  developed, 

METHOD  No.  4 

TO  USE  ONE,  TWO  OR  THREE  CHARTS  MERELY  TO  GET  THE  “ATTENTION” 
AND  “INTEREST”  OF  THE  PROSPECT.  AND  HAVING  SECURED  THIS,  TO  PRO¬ 
CEED  WITH  YOUR  USUAL  METHOD  OF  CANVASS 

This  method  is  employed  by  the  Agent  who  has  developed  a  form  of  canvass  which 
has  proved  so  satisfactory  that  he  does  not  desire  a  change.  He  merely  uses  the  charts 
during  the  “Approach.”  . 

METHOD  No.  3 

NOT  TO  USE  THE  CHARTS  AT  THE  START  OF  THE  INTERVIEW,  BUT  TO 
HAVE  THEM  READY  TO  MEET  ANY  ARGUMENT  WHICH  THE  PROSPECT 

MAY  ADVANCE 

This  method  is  used  when  your  point  of  contact  with  the  Prospect  is  such  that  no  aid 
is  necessary  in  the  “Approach”,  as  he  will  grant  you  his  willing  attention  from  the  start. 


12 


GRAPHIC  SELLING  CHARTS 


You  would  keep  your  charts  at  hand  and  if  difficulty  is  experienced  in  convincing 
the  prospect  on  any  point  on  which  he  may  have  an  obstinate  prejudice  you  would  demon¬ 
strate  the  chart  that  illustrates  your  argument. 

METHOD  No.  6 

NOT  TO  USE  THE  CHARTS  AT  ALL  DURING  THE  FIRST  INTERVIEW, 
BUT  TO  MAKE  THEM  THE  EXCUSE  FOR  CALLING  AGAIN  ON  A  PROSPECT 

ON  WHOM  YOU  ARE  WORKING 

In  the  case  of  the  prospect  who  requires  a  lot  of  “selling”  and  who  obstinately  re¬ 
fuses  to  be  convinced  that  he  should  carry  more  insurance,  the  second  interview  is  often 
the  most  difficult,  especially  when  his  refusal  at  the  first  interview  has  been  emphatic. 
You  would  use  your  charts  in  this  case  as  the  reason  for  your  second  call. 

Many  of  your  prospects  have  postponed  a  decision  for  a  definite  time  and  your  pos¬ 
session  of  these  charts  makes  it  possible  for  you  to  call  again,  before  the  date  set,  to  re-open 
the  question  with  them. 

Under  this  method  may  be  mentioned  the  case  of  the  prospect  who  does  not  come  to  a 
definite  decision  and  to  whom  you  would  say,  “I  have  a  book  that  I’d  like  to  show  you, 
which  I  think  would  help  you  to  decide - You  would  then  arrange  for  a  second  inter¬ 

view,  when  the  charts  would  be  used. 

METHOD  No.  7 

NOT  TO  USE  THESE  CHARTS  AT  ALL  DURING  THE  CANVASS,  BUT  TO  MAKE 
SPECIAL  CHARTS  FOR  THE  PROSPECT  BASED  ON  THOSE  IN  THIS  BOOK 

This  method  is  employed  by  the  agent  who  is  in  the  habit  of  preparing  written  in¬ 
surance  “Briefs”  for  each  case.  These  briefs  can  be  greatly  improved  by  illustrating  them 
with  carefully  constructed  charts,  using  those  in  this  book  as  models. 

This  method  appeals  strongly  to  the  agent  who  realizes  that  80%  of  a  sale  lies  in  the 
preparation  of  the  case. 

The  publishers  of  this  book  would  furnish  you  with  extra  copies,  at  attractive  prices, 
of  any  chart  you  require,  saving  you  much  work  in  this  regard. 

METHOD  No.  8 

NOT  TO  USE  THE  PRINTED  CHARTS  DURING  A  CANVASS,  BUT,  HAVING 
STUDIED  THEM  CAREFULLY  AND  HAVING  MEMORIZED  THE  DESIGNS,  TO 
CONSTRUCT  SIMILAR  CHARTS  WITH  YOUR  PENCIL  DURING  YOUR  SALES 

TALK 

This  method  is  employed  by  the  agent  who  has  formed  the  habit  of  using  his  pencil 
for  the  purpose  of  holding  the  prospect’s  attention  with  rough  sketches  and  diagrams. 

He  finds  that  nearly  all  these  charts  can  be  effectively  sketched  for  the  prospect,  and 
they  have  the  additional  value  that  with  a  little  practice  they  can  be  reproduced  in  almost 
their  correct  proportions. 

He  finds  these  charts  a  great  improvement  over  his  sketches,  as,  due  to  their  design 
and  proportions,  they  present  the  desired  facts  in  the  most  convincing  manner. 


13 


Chapter  IV 


HOW  TO  STUDY  AND  DEMONSTRATE  CHARTS 
HOW  TO  STUDY  CHARTS 

The  first  step  in  the  study  of  a  chart  is  to  obtain  a  clear  appreciation  of  what  the 
chart  is  intended  to  show.  This  is  always  indicated  by  the  title.  In  other  words,  study 
and  understand  the  title  of  the  chart  before  going  any  further. 

The  next  step  is  to  master  the  horizontal  and  vertical  scales.  By  “Scales”  is  meant 
the  figures  or  words  which  appear  at  the  top,  bottom,  or  sides  of  the  charts.  These  scales 
are  usually  placed  at  the  bottom  and  along  the  left  hand  edge. 

Having  clearly  mastered  these  points,  you  are  now  in  a  position  to  understand  the 
chart  itself.  In  many  cases,  in  order  to  assist  you,  a  “Legend”  or  “Key”  is  added  which 
will  remove  any  uncertainty  that  may  arise  in  your  mind.  As  little  explanation  as  possible 
is  given  on  the  charts  in  order  not  to  distract  the  attention  of  the  prospect. 

Opposite  each  chart  you  will  find  a  full  explanation  of  that  chart.  Study  this  carefully 
in  every  case.  These  explanations  are  not  intended  for  the  prospect  but  are  to  assist  you  - 
to  a  quick  mastery  of  the  charts.  When  you  are  quite  conversant  with  them,  they  may 
be  removed  to  the  back  of  the  book. 

You  must  thoroughly  master  each  chart  and  endeavor  to  attain  ease  and  fluency  in 
your  demonstration  of  it. 

A  color  scheme  has  been  adopted  in  these  charts  and  applied  where  possible.  Red , 
the  strongest  color,  represents  insurance;  Yellow,  the  color  of  gold,  has  been  used  to  repre¬ 
sent  cash  returns  to  the  policy  holder  or  his  beneficiary;  Blue,  a  less  obtrusive  color,  has 
been  used  to  show  the  premium  payments.  Naturally,  all  the  charts  do  not  lend  them¬ 
selves  to  this  treatment,  but  it  has  been  applied  to  all  the  charts  representing  policies  and 
to  several  others. 

The  instructional  value  of  these  charts  to  you  is  one  of  the  chief  points  of  merit  of 
this  book.  You  will  convince  yourself  more  firmly  and,  being  more  convinced,  you  will  be 
more  convincing. 


HOW  TO  DEMONSTRATE  CHARTS 

In  demonstrating  a  chart  to  a  prospect,  endeavor  to  seat  yourself  on  his  right.  Your 
hand  with  the  pencil  will  not  then  obstruct  his  view  of  the  chart.  Place  the  book  in  a 
manner  in  which  it  is  most  convenient  for  him.  Always  adjust  the  position  of  the  book 
so  that  the  title  of  the  chart  is  in  the  correct  position  for  the  prospect.  This  is  not  solely 
to  facilitate  his  reading  of  the  title  but  because  the  charts  are  so  drawn  as  to  be  most 
forcible  when  looked  at  from  this  position. 

When  stating  the  numerical  or  monetary  value  of  a  bar  on  a  chart,  indicate  the  bar 
with  your  pencil  rather  than  the  figures  at  the  bottom. 


14 


GRAPHIC  SELLING  CHARTS 


WHEN  “INDICATING”  A  BAR  WITH  A  PENCIL,  START  THE  POINT  AT  THE 
BOTTOM  OF  THE  BAR  AND  MOVE  IT  SLOWLY  UPWARDS  TO  THE  TOP. 
THIS  IS  MOST  IMPORTANT.  HOLD  THE  PENCIL  FIRMLY  AND  LET  THERE 
BE  NO  DOUBT  AS  TO  WHICH  BAR  YOU  ARE  INDICATING.  DO  NOT  WAVE 
THE  PENCIL  OVER  THE  PAPER  WHEN  INDICATING  A  BAR  OR  TALKING 

ABOUT  IT;  KEEP  YOUR  PENCIL  ON  IT 


At  all  times,  by  means  of  your  pencil,  keep  the  prospect’s  eye  on  the  chart  and  not 
on  the  figures.  .* 


One  of  the  main  features  of  a  chart  is  the  comparison  that  it  affords.  Never  lose  the 
opportunity  of  indicating  a  comparison.  (For  example:  on  a  policy  chart,  the  large 
covering  obtained  for  the  comparatively  small  premium.)  All  that  you  need  to  do  is  to 
suggest  to  the  prospect  that  he  note  the  comparison  and  at  the  same  time  point  to  it  with 
your  pencil. 


You  will  find  that,  for  emphasis,  you  can  use  the  words  “Now  look!’’  very  effectively 
when  indicating  a  bar  on  a  chart.  Immediately  follow  this  exhortation  by  running  your 
pencil  up  the  bar  and  stating  its  significance.  Example:  “Now  look!  You  receive 
$10,000 - ”. 


REMEMBER!  WHEN  YOU  PLACE  A  CHART  IN  FRONT  OF  A  PROSPECT 
YOU  WILL  IMMEDIATELY  SECURE  HIS  ATTENTION.  HE  WILL  NOT  UN¬ 
DERSTAND  IT,  HOWEVER,  UNTIL  YOU  EXPLAIN  IT.  DO  THIS  SLOWLY 
AND  CAREFULLY  AND  ALLOW  AMPLE  TIME  FOR  HIS  MIND  TO  APPRECIATE 
THE  MEANING.  DO  NOT  MAKE  THE  MISTAKE  OF  ASSUMING  THAT  BE¬ 
CAUSE  THE  CHART  IS  OBVIOUS  TO  YOU  THAT  IT  MUST  ALSO  BE  IMME¬ 
DIATELY  CLEAR  TO  HIM.  THE  FACT  THAT  IT  HAS  TO  BE  EXPLAINED  TO 
HIM  IS  ONE  OF  THE  STRONG  POINTS  OF  THIS  PLAN  OF  SELLING.  YOU 
CONTROL  THE  INTERVIEW.  THE  PROSPECT  CANNOT  THINK  AHEAD  OF 

YOU,  NOR  WILL  HE  INTERRUPT  YOU 


It  is  most  important  not  to  argue  nor  to  make  very  strong  assertions  with  reference 
to  the  facts  of  the  chart  you  are  demonstrating.  The  reason  for  this  is  that,  by  the  skill¬ 
ful  use  of  your  pencil,  you  may  guide  your  prospect  on  from  point  to  point,  being  perfectly 
certain  that  the  chart  itself,  with  your  simple  explanation,  is  conveying  its  meaning  far 
more  clearly  than  your  words  or  arguments  ever  could.  The  prospect’s  mind  will  be 
awakened  to  the  full  meaning  of  the  facts  shown  by  the  chart  and  he  will  arrive  at  the 
conclusions  you  desire  as  though  they  were  his  own. 

DURING  A  CANVASS  DO  NOT  RELINQUISH  YOUR  BOOK  OF  CHARTS  TO 
THE  PROSPECT.  DO  NOT  SHOW  THE  PROSPECT  ANY  MORE  CHARTS  THAN 
ARE  NECESSARY  TO  PROVE  YOUR  POINT.  HAVING  DEMONSTRATED  A 
CHART,  CLOSE  YOUR  BOOK  AND  PROCEED  WITH  THE  CANVASS.  YOU  ARE 
NOT  THERE  TO  SHOW  CHARTS;  YOU  ARE  THERE  FOR  THE  PURPOSE  OF 
SELLING  INSURANCE.  IN.  THIS  THE  CHARTS  WILL  PROVE  A  WONDERFUL 
AID,  BUT  DO  NOT  EXPECT  THEM  TO  PERFORM  THE  WHOLE  PROCESS;  YOU 

MUST  STILL  BE  A  SALESMAN 


GRAPHIC  SELLING  CHARTS 


FINALLY,  UNTIL  YOU  HAVE  THOROUGHLY  MASTERED  THE  CHARTS,  DO 
NOT  ATTEMPT  TO  USE  THEM.  PERFECT  YOUR  DEMONSTRATION  BY 
CHARTS,  BEFORE  YOU  CALL  UPON  THE  FIRST  PROSPECT 

The  force  of  all  these  points  will  be  more  clear  when  you  come  to  demonstrate  the 
charts  themselves. 

THE  DIVISION  OF  THE  CHARTS  INTO  GROUPS 

To  facilitate  the  study  of  these  charts,  for  the  sake  of  ready  reference,  and  because 
they  naturally  fall  into  groups,  the  charts  in  this  collection  have  been  divided  into  three 
sections — Series  A,  B,  and  C.  Any  additional  charts  which  may  be  published  from  time 
to  time  will  be  given  numbers  under  the  series  to  which  they  belong.  This  will  permit 
you  to  keep  adding  to  your  collection  of  “Graphic  Selling  Charts.” 

Charts  of  Series  A  deal  with  points  of  vital,  human  interest.  They  are  constructed 
from  the  very  arguments  you  use  every  day  in  the  canvass  of  your  prospects.  By  showing 
them  to  the  prospect  in  chart  form,  and  explaining  them,  you  are  appealing  not  only  to 
the  ear  but,  at  the  same  time,  to  a  stronger  sense  organ — the  eye. 

Charts  of  Series  B  deal  with  the  different  policies  and  lay  these  before  the  prospect 
clearly  and  stripped  of  all  unnecessary  detail. 

Charts  of  Series  C  deal  with  the  various  clauses,  privileges  and  options  in  the  policy 
These  provide  many  strong  selling  points  which  you  must  not  overlook. 


contracts. 


GRAPHIC  SELLING  CHARTS 


SERIES  “A” 

Sixteen  colored  graphs  dealing  with 
General  Facts  and  points  of  Vital 
Human  Interest,  providing,  clear, 
strong,  and  convincing  illustrations  of 
the  arguments  used  by  every  Agent. 


) 


17 


SERIES  A-No.  1 


GRAPHIC  SELLING  CHARTS 


AN  INSURABLE  ASSET 

Bar  X  on  this  diagram  represents  a  man’s  full  lifetime:  Youth,  Productive  Period, 
and  Old  Age. 

The  man  who  buys  insurance  has  entered  upon  the  productive  period  of  his  life. 
When  approached  by  the  agent  he  may  just  have  entered  this  period,  he  may  be  half  way 
through,  or  he  may  be  nearing  the  end. 

Point  out  to  him  that  during  the  period  that  is  past  (colored  red)  he  has  earned  money, 
—salary,  wages  or  fees;  upon  this  money  he  has  lived,  supported  his  family,  and  probably 
conserved  a  certain  amount.  The  squares  designated  A,  B  and  C  represent  these  assets, 
which  may  include  any  or  all  of  the  following:  house,  stocks  and  bonds,  real  estate,  factory 
and  machinery,  stock-in-trade,  an  automobile,  etc. 

In  the  future  part  of  his  productive  period  of  life,  (shaded  pink)  IF  HE  LIVES  he  will 
repeat  this  process,  without  doubt,  to  greater  advantage  and  better  result.  His  total 
earnings  during  this  future  period  will  amount  to  a  large  sum,  of  which  he  again  will  con¬ 
serve  a  goodly  part  (shown  by  D,  E  and  F)  for  his  own  future  use  and  to  provide  for  his 
dependents  when  he  dies. 

Suggest  a  definite  sum  as  the  Prospect’s  total  future  earnings  (e.  g.  1 0  years  more  of 
productive  life  at  $5,000  per  year — $50,000)  and  fill  the  amount  in  in  the  blank  provided, 
This  is  the  sum  for  which  he  should  insure;  it  is  what  he  would  earn  if  he  lives.  But,  will 
he  live?  These  future  earnings  represent  an  insurable  asset  which  should  be  as  fully  pro- 
ected  as  his  other  assets. 

Now,  what  protection  has  he  provided  for  his  other  assets?  (Point  here  with  your 
pencil  to  A,  B  or  C).  If  his  house  were  gutted  by  fire  tonight,  would  it  be  a  dead  loss? 
Why,  no;  he  carries  80%  Fire  Protection. 

Are  his  stocks  and  bonds  left  at  the  mercy  of  the  wind  and  rain,  or  exposed  to  theft? 
Why,  no;  100%  protection  is  provided  by  a  safety  deposit  box. 

His  automobile?  Protected  against  fire,  theft  and  damage — 100%. 

His  factory,  machinery  or  stock-in-trade?  His  banker  insists  on  adequate  fire  pro¬ 
tection  before  extending  credit. 

Indicate  Bar  “Y” — This  bar  represents  1260  Fire  Insurance  policies,  out  of  which 
there  is  an  average  of  one  claim  (point  to  red  dot).  He  protects  full p  against  these  odds! 

Indicate  Bar  “Z” — This  bar  represents  1260  Life  Insurance  policies,  out  of  which 
there  are  twelve  hundred  and  sixty  claims! 

If  he  must  “take  a  chance,”  don’t  take  it  on  his  life — the  dice  are  loaded! 

^  Press  here  for  a  close. 

Develop  your  own  talk  on  this  chart  and  practice  it  thoroughly  before  using  it.  This 
chart  may  be  constructed  during  the  canvass,  with  a  pencil  and  blank  sheet.  If  you  use 
it  in  this  manner,  make  your  talk  keep  pace  with  your  diagram  as  you  draw  it. 

Your  prospect’s  attention  will  be  held  from  start  to  finish. 

The  small  chart  at  the  bottom  gives  the  “expectancy”  for  different  ages.  It  is  a  re¬ 
duction  of  Chart  A-No.  5. 


SERIES  A  NO.  1 


BAR 


BAR 


BAR 


PRODUCTIVE  PERIOD 


X” 


1260  FIRE  INSURANCE  POLICIES 


1260  LIFE  INSURANCE  POLICIES 


EXPECTANCY  39  32  25  17  11  6  YEARS 
AGE  25  35  45  55  65  75 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1®22  BY  THE  SPECTATOR  COMPANY.  N.  Y 


< 


THE  UBRMW 

OF  TSE 

vrmm  o?  [Euscis 


/ 


SERIES  A-No.  2 


GRAPHIC  SELLING  CHARTS 


FIGURE  IT  OUT  YOURSELF  ( 

“I  have  all  the  insurance  I  need.” 

Use  this  diagram  to  meet  this  and  similar  objections. 

Tell  the  prospect  that  by  filling  in  the  blanks,  the  diagram  at  the  bottom  will  show 
whether  he  really  carries  enough  or  not.  His  curiosity  will  be  aroused. 

Place  the  sheet  in  front  of  him,  asking  him  to  fill  in  the  blanks.  If  he  hesitates,  start 
filling  them  in  yourself,  and  he  will  soon  join  in.  Assume  the  answer  to  any  point  that  he 
will  not  answer. 

This  canvass  consists  in  getting  the  prospect  to  fill  in,  on  the  Budget  form  provided, 
the  minimum  amounts  on  which  his  family  could  decently  live  when  deprived  of  his  support 

The  Budget  used  here  is  in  its  simplest  form  and  is  self-explanatory.  Curiosity  to 
see  how  the  diagram  operates  will  be  sufficient  inducement  for  the  prospect  to  fill  in  the 
blanks. 

When  the  Budget  has  been  completed,  the  diagram  will  give  the  approximate  per¬ 
centage  of  the  prospect’s  present  income  which  he  should  apply  to  additional  insurance 
in  order  to  provide  the  required  balance. 

An  example  will  now  best  illustrate  the  use  of  the  diagram.. 

Suppose  that  point  No.  12,  the  Balance  Required,  shows  that  $100  per  month  is  v 

necessary,  and  that  point  No.  13  shows  that  this  amount  represents,  say,  20%  of  the 
prospect’s  monthly  income:  You  would  then  place  your  pencil  on  the  20%  mark  on  the 
Red  Bar  and  follow  the  arrow  around  to  the  Blue  Bar.  The  figure  under  the  Blue  Bar 
(in  this  case  10%)  represents  the  percentage  of  his  present  income  that  he  should  apply 
to  additional  insurance,  in  order  to  provide  the  required  $100  per  month. 

This  diagram  is  based  on  a  premium  of  $30.00  per  $1000  insurance,  and  a  yield  of  6% 
from  this  capital  when  invested.  In  the  example  above,  for  instance,  the  prospect  is  in 
receipt  of  an  income  of  $6000  per  annum.  He  desires  to  leave  20%  of  this,  or  $1200  a  year. 

The  Blue  Bar  shows  that  he  should  invest  10%  of  this  income,  or  $600  a  year,  in  insurance. 

At  $30  per  $1000  this  would  buy  him  $20,000,  which  at  his  death,  invested  at  6%,  would 
yield  the  required  $1200. 

The  lower  line  of  figures  under  the  Blue  Bars  are  the  percentages  of  income  required, 
based  on  insurance  at  $40  per  $1000,  and  are,  therefore,  applicable  to  older  men. 

Figure  out  a  few  examples  for  yourself,  before  putting  this  up  to  your  prospects. 

Used  intelligently,  this  diagram  will  afford  you  the  opportunity  of  getting  down  to 
“brass  tacks”  with  any  prospect.  It  arouses  his  curiosity  and  interest.  Should  the  per¬ 
centage  required  as  annual  deposit  prove  too  much  for  the  prospect  to  meet  immediately, 
start  him  on  a  program. 

Your  stenographer  will  prepare  you  similar  budget  forms,  neatly  typed,  to  attach  to  ^ 

the  diagram,  covering  the  blank  printed  thereon. 


20 


SERIES  A  NO.  2 


FIGURE  IT  OUT  YOURSELF 


MONTHLY  BUDGET 


PLACE  OPPOSITE  EACH  ITEM  THE  AMOUNT 
THAT  YOUR  DEPENDENTS  WILL  NEED 
WHEN  YOU  ARE  GONE. 

THE  DIAGRAM  WILL  THEN  SHOW  YOU  THE 
PERCENTAGE  OF  YOUR  PRESENT  INCOME 
WHICH.  INVESTED  IN  LIFE  INSURANCE. 
WILL  SUPPLY  THEIR  NEEDS. 


100% 


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CR. 

OR. 

1. 

FOOD 

$ 

2. 

RENT 

$ 

3. 

CLOTHES 

$ 

4. 

COAL 

$ 

5. 

GAS  AND  LIGHT 

1 

6. 

DOCTOR  AND  DENTIST 

% 

7. 

EDUCATION 

$ 

8. 

LUXURIES 

$ 

9. 

MISCELLANEOUS 

% 

10. 

TOTAL 

$ 

11. 

ALREADY  PROVIDED 

$ 

12. 

BALANCE  REQUIRED 

$ 

13.  WHAT  PERCENTAGE  IS  THIS  BALANCE 
OF  YOUR  PRESENT  INCOME - % 

A.  SELECT  ON  THE  RED  BAR  THE  PERCEN¬ 
TAGE  SHOWN  IN  NO.  13  AND  FOLLOW 
THE  ARROW. 

B.  THE  BLUE  BAR  REPRESENTS  THE  AP¬ 
PROXIMATE  PERCENTAGE  OF  YOUR 
PRESENT  INCOME  WHICH  SHOULD  BE 
SET  ASIDE  TO  MEET  THIS  OBLIGATION. 


5%  10%  15%  20%  25%  30% 


{ages  UNDER  35  ($30.00  PER  $1000.00] 


6.6%  13.3%  20%  26.6%  33.3%  40% 


(AGES  BETWEEN  35-45  ($40.00  PER  $1000,00] 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  19  22  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


THE  LIBRARY 


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. 


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* 


SERIES  A-No.  3 


GRAPHIC  SELLING  CHARTS 


THE  AMOUNT  OF  PARTICIPATING  INSURANCE  THAT  $100  WILL  BUY  ON 

VARIOUS  PLANS-AGE  35 

The  horizontal  scale  of  this  chart  gives  the  various  plans  of  insurance.  The  vertical 
scale  states  the  amount  of  each  kind  that  the  sum  of  $100  per  annum  will  purchase. 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner.  (See 
paragraph  1.) 

The  small  Blue  Bar  represents  the  annual  premium  of  $100. 

Each  of  the  succeeding  Red  Bars  represents  the  amount  of  insurance  on  various  plans 
that  the  aforementioned  premium  will  purchase. 

This  chart  may  be  used  particularly  to  influence  the  man  who,  from  mistaken  ideas, 
considers  that  he  should  have — let  us  say — a  20  Year  Endowment  Policy  when  his  case 
really  calls  for  large  covering  and  he  should  have  an  Ordinary  Life  Policy.  After  explain¬ 
ing  to  him  why  his  case  calls  for  large  covering,  you  may  use  the  chart  to  finally  convince 
him. 


The  comparisons  shown  here  are  extremely  instructive. 


22 


SERIES  A  NO.  3 


$4,000 

$3,500 

INS 

1 

T] 

U 

Bl 

HE  AMOUNT  OF  PARTICIPATING 

RANCE  THAT  $100  PER  ANNUM  WILL 

JY  ON  VARIOUS  PLANS-AGE  35- 

$3,000 

$2,500 

— 

$2,000 

— 

- 

$1,500 

— 

$1,000 

$500 

0 

*4 

PREMIUM  $100 

ORDINARY  LIFE 

30  PAYMENT  LIFE 

25  PAYMENT  LIFE  . 

30 YEAR  ENDOWMENT 

20  PAYMENT  LIFE 

25  YEAR  ENDOWMENT 

15  PAYMENT  LIFE 

20 YEAR  ENDOWMENT 

10  PAYMENT  LIFE 

15  YEAR  ENDOWMENT 

10  YEAR  ENDOWMENT 

GRAPHIC  SELLING  CHARTS,  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


THE  LIBRARY 

OF  THE 

^.mmn  a? 


SERIES  A-No.4 


GRAPHIC  SELLING  CHARTS 


WE  ALL  MUST  DIE 

CHART  SHOWING  EXPECTANCY  OF  LIFE  FOR  VARIOUS  AGES 


This  chart  has  two  horizontal  scales,  one  showing  the  age  and  the  other  the  cor¬ 
responding  “Expectancy”  of  life.  The  vertical  scale  corresponds  to  the  upper  horizontal 
scale. 

hen  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner.  (See  page 
ragraph  1). 

The  purpose  of  this  chart  is  to  show  that,  inevitably,  death  overtakes  every  man. 

Each  bar  represents  the  Expectancy  of  Life  of  men  of  the  ages  shown  in  the  lower 
horizontal  scale.  For  instance  the  Expectancy  of  a  man  40  years  old  is  27  years. 

Show  the  man  who  is  willing  to  “take  a  chance  on  dying”  that  there  is  no  “chance” 
about  it.  When  the  arrow  reaches  the  base  line  we  are  all  dead. 

To  the  prospect  who  ends  the  canvass  with  the  statement  that  he  “will  think  the 
proposition  over,”  this  chart,  followed  by  A  No.  5,  will  give  him  something  to  “think  over” 
and  will  give  you  a  chance  to  continue  to  canvass  with  a  better  hope  of  closing. 


SERIES  A  NO.  * 


GRAPHIC  SELLING  CHARTS,  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


OF  THE 


SERIES  A-No.  5 


GRAPHIC  SELLING  CHARTS 


THE  INCREASING  COST  OF  INSURANCE 
COMPARISON  OF  PREMIUMS  AT  DIFFERENT  AGES 

The  horizontal  scale  gives  the  various  ages.  The  vertical  scale  is  a  guide  as  to  the 
amount  of  the  premium. 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner.  (See 
paragraph  1.) 

The  bars  show  a  comparison  of  the  cost  of  insurance  at  the  various  ages.  They 
demonstrate  very  forcibly  how  the  premiums,  taken  at  five  years  intervals,  increase. 

It  is  important  to  remember  that  the  chance  of  the  prospect  being  able  to  purchase 
insurance  at  later  ages  diminishes  rapidly. 

You  will  find  that  this  chart  will  help  you  to  “close”  the  man  who  habitually  postpones. 
It  can  be  most  effectively  employed  immediately  after  Chart  A  No.  4. 

The  premiums  shown  are  those  of  a  non-participating  20  Payment  Life  Policy  but  the 
proportion  holds  good  for  any  kind  of  insurance. 


SERIES  A  NO.  5 


UsE  LIBRARY 

QF  THE 


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- 


SERIES  A-No.  6 


GRAPHIC  SELLING  CHARTS 


PERCENTAGES  OF  DEATHS  FROM  MOST  COMMON  DISEASES 

This  chart  classifies  the  most  common  causes  of  death  amongst  those  who  carry  life 
insurance;  it  divides  policyholders  into  3  groups  and  shows  the  effect  of  the  most  common 
diseases  on  the  mortality  of  each  group. 

The  horizontal  scale  lists  the  diseases;  the  vertical  scale  gives  the  percentage  of  those 
who  succumb  to  each  particular  disease. 

Green  Bars — Group  “A” — Young  Lives — Age  at  Entry  13  to  29; 

Red  Bars— Group  “B” — Older  Lives— Age  at  Entry  30  to  44; 

Blue  Bars — Group  “C” — Oldest  Lives— Age  at  Entry  45  and  over. 

Two  examples  will  now  show  you  most  clearly  how  to  read  the  chart. 

Consider  Typhoid  Fever — We  note  that  of  Group  “A”  (Green)  14%  of  those  who  die, 
succumb  to  this  disease;  of  Group  “B”  (Red)  7%  and  of  Group  “C”  (Blue)  2%. 

If  we  now  consider  T.  B.  of  the  Lungs,  it  will  be  noted  that  this  disease  claims  of 
Group  “A”  22%,  of  Group  “B”  12%  and  of  Group  “C”  5%. 

You  can  use  this  chart  to  splendid  advantage  when  placing  rated  up  policies  or  those 
issued  with  liens.  It  shows  the  prospect  the  reason  why  the  company  has  to  be  cautious 
in  certain  cases. 

The  young  man  whose  family  history  shows  T.  B.,  when  shown  this  chart,  will  not 
only  appreciate  the  good  reason  for  the  lien  on  his  policy  but  will  be  only  too  glad  to  have 
it  under  any  condition. 


28 


SERIES  A  NO.  6 


GRAPHIC  SELLING  CHARTS,  by  F.  H.  KORTRIGHT:  COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


THE  'LIBRARY 
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SERIES  A-No.  7 


GRAPHIC  SELLING  CHARTS 


CAN  YOU  AFFORD  MORE  INSURANCE? 


ONE  CIGAR  A  DAY  AT  15  CENTS  WILL  PAY  FOR  $1500  OF  INSURANCE 


The  horizontal  scale  gives  “Years,”  the  vertical  scale  “Dollars.” 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

The  chart  shows  in  a  very  forceful  way  how  certain  small  extravagances  amount  to 
unbelievably  large  sums,  the  illustration  taken  being  one  15c  cigar  per  day  for  20  years. 


The  first  Blue  Bar  represents  $54.75,  a  year’s  expenditure  at  15c  per  day.  The  re¬ 
maining  Blue  Bars  show  how  this  amount  increases  until  at  the  end  of  20  years  it  amounts 
to  nearly  $1100. 


You  can  best  indicate  this  climb  by  drawing  your  pencil  point  along  the  tops  of  the 
Blue  Bars. 


The  Red  Bars  indicate  the  approximate  amount  of  insurance  which  could  be  purchased 
on  the  20  Payment  Life  Plan  for  a  similar  outlay. 

The  prospect  should  be  impressed  with  the  fact  that  such  an  insignificant  amount  as 
15c  per  day  would  keep  him  covered  for  so  much  insurance  and  he  will  admit  to  you  that 
he  could  enumerate  many  such  small  items  on  which  he  dissipates  15c  per  day  or  more. 

The  idea  of  the  chart  is  not  to  suggest  that  your  prospect  should  forego  his  daily  cigar 
but  to  show  him  that  when  he  said  he  “could  not  afford  insurance”  he  had  never  really 
appreciated  its  cheapness.  Not  one  man  in  a  hundred  realizes  that  for  15c  a  day  he  can 
insure  for  $1500. 

The  primary  object  of  this  chart  is  to  stifle  the  excuse:  “I  can’t  afford  any  more 
insurance”  by  showing  how  cheap  it  really  is.  When  it  is  only  an  excuse,  the  prospect  will 
find  it  harder  to  insist  in  his  attitude  after  seeing  this  chart. 

The  prospect  may  not  have  the  ready  money  to  pay  the  first  premium,  but  after  a 
proper  appreciation  of  the  fact  illustrated  by  this  chart,  should  be  willing  to  commence 
systematic  saving  with  a  view  of  taking  on  more  insurance. 


30 


$1500 


SERIES  A  NO.  7 


15  CENTS  A  DAY  IS  $54.75  A  YEAR.  AT  AGE  35  THIS  WILL  PAY  FOR  $1500.  PARTICIPATING  20  PAY  LIFE  INSURANCE. 


THt  LIBRARY 

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SERIES  A-No.  8 


GRAPHIC  SELLING  CHARTS 


DO  YOU  CARRY  ENOUGH  INSURANCE? 

THE  CAPITALIZED  VALUES  OF  VARIOUS  ANNUAL  INCOMES 

In  this  chart  there  are  two  horizontal  scales,  both  at  the  top.  The  upper  of  these 
corresponds  to  the  Red  Bars  and  represents  estates  from  $200,000  to  $33,300.  The  lower 
scale  corresponds  to  the  Blue  Bars  and  represents  the  income  from  these  estates  at  six 
per  cent  per  annum.  • 

This  chart  is  drawn  on  a  distorted  scale  known  as  a  “Logarithm.”  This  is  necessary 
on  account  of  the  fact  that  had  the  “Natural  Scale”  been  used,  the  Red  Bars  could  not 
have  been  contained  on  the  paper.  Logarithm  Charts,  however,  retain  the  correct  pro¬ 
portions. 

• 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

Many  men  who  carry  $3,000  to  $10,000  Life  Insurance  and  think  they  have  ample 
protection,  have  never  considered  the  insufficient  income  that  this  would  yield. 

This  chart  will  assist  in  meeting  the  old  excuse  “I  carry  enough  insurance  already.” 
Point  out  to  the  prospect  that  if  he  is  in  receipt  of  an  income  of,  (say),  $10,000  (Blue  Bar) 
and  he  desires  to  leave  that  much  to  his  dependents,  he  must  provide  an  estate  of  $166,000 
(Red  Bar). 

As  he  would  not  need  to  leave  such  an  income,  you  can  then  suggest  the  minimum 
which  his  family  could  exist  on,  $4,000  (Blue  Bar)  for  example,  and  proceed  to  show  him 
that  this  calls  for  an  estate  of  $66,000  (Red  Bar). 

Point  out  that  insurance  is  the  cheapest,  surest  and  easiest  way  in  which  to  create 
an  estate. 

The  Red  Bars  may  also  be  considered  as  the  value  of  a  man’s  brain  as  they  represent 
during  his  life  the  capital  he  employs  to  produce  his  present  income.  This  capital  should 
be  protected  by  insurance. 


SERIES  A  NO.  8 


DO  YOU  CARRY  ENOUGH  INSURANCE? 

THE  CAPITALIZED  VALUE  OF  VARIOUS  ANNUAL  INCOMES 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1022  PY  THE  SPECTATOR  COMPANY,  N.  Y. 


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SERIES  A-No.  9 


GRAPHIC  SELLING  CHARTS 


HOW  MUCH  INSURANCE  SHOULD  A  MAN  CARRY? 

The  object  of  this  chart  is  to  provide  an  answer  to  the  question  “How  much  should 
a  man  put  into  insurance?”  This  question  often  takes  other  forms  such  as — “How  much 
should  a  man  leave  his  dependents?”  or  “How  much  insurance  should  a  man  carry?”  The 
chart  provides  an  answer  to  each  of  these  queries. 

An  exhaustive  study  of  thousands  of  family  budgets  has  been  necessary  in  order  to 
obtain  the  data  for  a  satisfactory  solution  of  this  problem.  The  families  considered  con¬ 
sisted  of  two  adults  and  two  children. 

On  deciding  the  amount  that  a  man  should  put  aside  in  order  to  provide  a  suitable 
income  for  his  dependents  due  regard  was  paid  to  the  necessary  normal  expenditures 
which  have  to  be  met  during  an  assured  s  lifetime. 

The  upper  horizontal  scale  states  the  value  of  each  bar  in  “Dollars.” 

The  middle  horizontal  scale  gives  the  equivalent  monthly  income  of  the  amounts 
under  the  Green  Bars. 

The  lower  horizontal  scale  gives  the  amounts  of  insurance  in  thousands  of  dollars 
which,  at  6%  interest  would  provide  the  income  shown  by  the  Green  Bars. 

The  vertical  scale  corresponds  to  the  upper  horizontal  scale. 

The  Red  Bars  represent  various  present  incomes  starting  from  $10,000  and  graded 
down  to  $1,500  per  year. 

The  Yellow  Bars  represent  the  amounts  which  should  be  set  aside  out  of  these  incomes 
for  insurance  purposes. 

We  now  assume  that  these  savings  be  invested  in  Participating  Ordinary  Life  Insur¬ 
ance.  The  capital  thus  provided,  at  6%  would  yield  the  income  on  which  the  dependents 
must  live,  shown  by  the  Green  Bars. 

In  arriving  at  the  amount  of  insurance  obtainable  for  the  premiums  shown  by  the 
Yellow  Bars  the  Assured  is  taken  to  be  35  years  of  age. 

Illustration:  Consider  the  case  of  a  man  whose  present  income  is  $6,000  per  year, 
represented  by  the  Red  Bar — It  is  possible  for  him  to  set  aside  $910  a  year  (Yellow  Bar) 
for  purpose  of  insurance.  By  so  doing  he  guarantees  his  family  an  income  of  $2,000  a  year, 
shown  by  the  Green  Bar. 

This  chart  has  proved  of  great  value  to  Life  Salesmen.  The  prospect  sees  the  con¬ 
trast  between  the  Red  Bar  representing  his  present  income  and  the  Green  Bar  representing 
the  income  on  which  his  family  must  live  when  he  is  dead.  It  puts  the  case  up  in  its 
strongest  light. 

Use  this  chart  on  the  man  who  considers  that  he  already  carries  enough  insurance. 


34 


SERIES  A  NO.  9 


$10,000 


$9,000 


$8,000 


$7,000 


HOW  MUCH  INSURANCE 

SHOULD  A  MAN  CARRY? 


YOUR  PRESENT  INCOME 

INCOME  TO  LEAVE  i - 1 

PREMIUM  REQUIRED  i - 1 


$6,000 


$5,000 


$4,000 


$3,000 


$2,000 


$1,000 


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INSURANCE. 

(THOUSANDS) 

75 

65 

55 

45 

25 

20 

17.5 

7 

4 

GRAPHIC  SELLING  CHARTS.  BY  F.  H  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY,  N.  Y. 


TKfc  IIBRMW 

a?  t::e 


SERIES  A-No.  10 


GRAPHIC  SELLING  CHARTS 


A  COMPARISON-FIRE  INSURANCE  AND  LIFE  INSURANCE 
ILLUSTRATED  BY  A  PARTICIPATING  20  PAY  LIFE  POLICY-AGE  35 

$50  INVESTED  IN  EACH  ANNUALLY 

This  chart  has  two  horizontal  scales,  one  representing  “Years”  and  the  other  repre¬ 
senting  “Dollars.”  The  vertical  scale  corresponds  to  the  upper  horizontal  scale. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Agents  frequently  encounter  prospects  who  will  admit  belief  in  fire  insurance  but 
pretend  not  to  see  the  advantages  afforded  by  life  insurance.  No  sane  person  would  for 
a  moment  question  the  value  of,  or  need  for,  adequate  fire  insurance  protection  so  that,  if 
we  can  show  a  favorable  comparison  between  life  insurance  and  an  article  of  such  unques¬ 
tioned  merit,  we  are  presenting  a  strong  and  sound  argument  in  its  favor. 

The  case  is  taken  in  this  chart  of  a  man  who  annually  invests  $50  in  fire  insurance  and 
compares  him  with  a  man  who  places  a  similar  amount  in  life  insurance. 

The  Blue  Bars  represent  the  fire  insurance  premiums  paid  by  the  end  of  the  year  shown 
on  the  lower  horizontal  scale.  The  Hollow  Blue  Bars  represent  the  Returns  from  the  fire 
policy  in  event  of  cancellation — Nil. 

The  Light  Red  Bars  represent  the  life  insurance  premiums  paid  in  the  same  time  and 
the  Dark  Red  Bars  show  the  paid-up  insurance  value  of  the  life  policy. 

For  example:  At  the  end  of  the  10th  year,  the  Blue  Bar  shows  the  first  man  as  having 
paid  $500  into  a  fire  insurance  company  and  on  cancelling  his  contract  receiving  nothing 
in  return,  shown  by  the  Hollow  Blue  Bar.  The  Light  Red  Bar  shows  that  the  other  man 
at  the  end  of  the  1 0th  year  would  have  paid  a  similar  amount  into  a  life  company  but  who 
desiring  similarly  to  cancel  his  contract,  would  obtain  $690  in  paid-up  insurance,  as  shown 
by  the  Dark  Red  Bar. 

Five  year,  fifteen  year  and  twenty  year  periods  are  also  shown. 

Before  demonstrating  this  chart,  you  must  secure  the  admission  from  the  prospect 
that  he  is  a  believer  in  fire  insurance.  When  the  chart  is  demonstrated,  the  comparisons 
made  should  render  it  difficult  for  the  prospect  to  repeat  his  original  statement,  namely: 
his  disbelief  in  life  insurance. 

Term  insurance  is  so  similar  in  effect  to  fire  insurance  that  you  will  often  use  this  chart 
when  you  desire  to  dissuade  a  prospect  from  this  form  of  protection  if  it  is  not  suitable  to 
his  requirements. 


36 


SERIES  A  NO.  10 


$1400 


A  COMPARISON -FIRE  INSURANCE 
AND  LIFE  INSURANCE 

J-USTRATED  BY  A  PARTICIPATING  20-PAYMENT  LIFE  POLICY 

AGE  35 

$50  INVESTED  IN  EACH  ANNUALLY 


$1200 


$1000 


$800 


$600 


$400 


$200 


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GRAPHIC  SELLING  CHARTS,  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


THE  'LIBRARY 
QF  TJ!E 


SERIES  A-No.  11 


GRAPHIC  SELLING  CHARTS 


IF  YOU  SHOULD  DIE? 

LIFE  INSURANCE  VERSUS  OTHER  INVESTMENTS 


This  chart  is  designed  to  show  the  advantages  of  life  insurance  over  other  investments 
in  the  event  of  possible  death. 


The  horizontal  scale  gives  “Years”  and  the  vertical  sale  “Dollars.” 


When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

The  Blue  Bars  show  how  the  sum  of  $100  deposited  annually  in  the  Savings  Bank  at 
^%  compound  interest  increases  from  year  to  year. 

The  Red  Bars  show  that  for  a  $100  premium  a  man  age  35  can  protect  himself  for 
approximately  $3,660  on  the  Participating  Ordinary  Life  Plan  and  by  applying  his  dividends 
to  the  purchase  of  paid-up  additions  this  “cover”  will  gradually  increase  to  about  $4,400 
at  the  end  of  25  years. 


The  difference  in  length  of  the  Blue  and  the  Red  Bars  demonstrates  very  forcibly 
that  should  death  occur  before  the  end  of  25  years  the  man  carrying  insurance  is  greatly 
ahead  of  his  friend  who  deposits  his  money  in  the  bank. 

This  chart  should  be  used  on  the  prospect  who  “prefers  other  forms  of  investment.” 
After  showing  the  chart,  you  should  explain  that  whether  he  invests  his  money  at  4%,  5%, 
(y%  or  7 %,  the  same  theory  applies,  namely:  he  must  have  a  guarantee  of  a  certain  span 
of  life  before  he  can  consider  any  ordinary  investment  equal  to  life  insurance. 

The  arrows  show  when  $100  at  other  rates  of  interest  compounded  annually,  becomes 
equal  to  insurance:  5%  in  about  23  years;  6%  in  about  21  years;  1%  in  about  19^  years. 

If  he  “knows”  that  he  will  live  for  25  years,  then  the  Bank  at  4%  is  as  good  as  life 
insurance.  But,  has  he  this  guarantee? 

If  he  “knows”  that  he  will  live  for  21  years  more,  then  a  6%  investment  is  as  good  as 
life  insurance.  Not  Unless! 


38 


SERI  ES  A  NO.  1  1 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1022  BY  THE  SRECTATOR  COMPANY, 


1 


. 


SERIES  A-No.  12 


GRAPHIC  SELLING  CHARTS 


THE  VALUE  OF  THE  LOAN  FEATURE 

ILLUSTRATED  BY  A  PARTICIPATING  20  PAYMENT  LIFE  POLICY— AGE  35 

This  chart  is  designed  to  impress  the  prospect  with  the  value  of  the  loan  accommodation  offered  by 
insurance  companies. 

The  horizontal  scale  consists  of  a  complete  description  of  each  bar  and  is  more  in  the  nature  of  a 
“Key”  to  the  chart  than  a  “Scale.” 

The  chart  itself  is  divided  into  six  sections. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner.  The  explanation  of  it  is  as 
follows : 

First  Section:  Bar  “A”  represents  the  face  value  of  the  policy. 

Bar  “B”  represents  the  annual  premium. 

Second  Section:  During  the  sixth  policy  year,  the  Assured  desired  to  meet  a  mortgage  payment.  He 
applied  for  a  loan  on  his  policy. 

Bar  “C”  represents  the  amount  of  the  loan  he  secured  from  the  company. 

Bar  “D”  (solid  green)  represents  his  payment  of  this  money  on  the  mortgage. 

Bar  “D”  (hollow  green)  represents  the  unpaid  balance  of  the  mortgage. 

Third  Section:  During  the  1  1th  Policy  year,  the  Assured  decided  to  make  a  further  payment  on  the 
mortgage  and  applied  for  another  loan  on  his  policy. 

Bar  “E”  (dark  yellow)  represents  the  second  loan,  the  whole  Yellow  Bar  being  his  total  loan  to 

date. 

Bar  “F”  (solid  green)  represents  his  total  payments  on  the  mortgage  to  date. 

Bar  “F”  (hollow  green)  represents  the  yet  unpaid  balance  of  the  mortgage. 

Fourth  Section:  Indicate  by  Bar  “G”  how  the  Assured  again  borrows  from  the  insurance  company 
in  the  1  8th  Policy  year  the  amount  shaded  dark  yellow,  making  a  total  loan  as  represented  by  the  whole 
Yellow  Bar. 

Indicate  by  Bar  “H”  the  fact  that  he  now  has  completed  his  mortgage  payments. 

Fifth  Section:  This  section  shows  the  situation  at  the  end  of  the  payment  period. 

Bar  “J”  represents  the  cash  surrender  value  of  the  policy  now  payable  together  with  accumulated 
dividends.  (Dividends  are  here  assumed  to  amount  to  $2600.) 

Bar  “K”  represents  the  outstanding  loan  against  the  policy. 

Bar  “L”  (yellow  section)  represents  the  balance  coming  to  him  from  the  company  after  deduction 
of  loans. 

Bar  “L”  (green  section)  represents  the  value  of  the  mortgage  which  has  been  paid  off. 

Bar  “M”  (red  section)  represents  paid-up  insurance  which  he  could  obtain  instead  of  cash;  (the 
dividends  and  cash  surrender  value  have  been  converted  into  paid-up  insurance).  The  green  section  of 
this  bar  again  represents  the  paid-off  mortgage. 

Sixth  Section:  This  section  illustrates  the  case  of  death  after  the  6th  year. 

Bar  “N”  represents  the  claim  paid  by  the  company  after  deducting  the  first  loan  made  to  the 
Assured. 

Bar  “P”  represents  the  fact  that  the  estate  with  this  money  could  complete  the  payments  on  the 
mortgage  (shown  green)  and  have,  as  shown  in  yellow,  a  surplus  cash  balance. 

This  last  section  is  designed  to  show  that  the  man  who  is  fully  insured  can  undertake  obligations  with 
the  knowledge  that  should  he  die  these  will  be  fulfilled. 

It  is  assumed  throughout  this  chart  that  the  Assured  meets  his  interest  payments  on  his  loans  when 
these  fall  due.  You  should  be  prepared  to  point  out  that  the  rate  of  interest  charged  on  insurance  loans 
is  invariably  less  than  on  mortgages. 

While  this  chart  deals  with  paying  off  a  mortgage,  this  is  merely  by  way  of  illustration.  We  might 
just  as  easily  have  chosen  some  business  obligation  for  which  loans  are  required,  or  some  unforeseen  family 
expenditure. 

To  the  prospect  who  fears  that  he  might  need  his  money  at  anytime  and  feels  that  it  would  be  “tied 
up”  in  insurance,  this  chart  is  very  convincing. 

To  the  man  who  has  undertaken  any  obligation  of  importance,  this  chart  will  make  clear  that  life 
insurance  will  ensure  that  this  obligation  will  be  met  whether  he  lives  or  dies. 

The  substantial  amount  of  the  loans  and  their  frequency  is  the  strong  feature. 

You  must  endeavor  to  attain  great  ease  and  fluency  in  demonstrating  this  chart,  and  should  not  have 
to  consult  the  “Legend”  at  the  foot  of  the  chart  during  a  demonstration. 


40 


SERIES  A  NO.  12 


THE  VALUE  OF  THE  LOAN  FEATURE 

ILLUSTRATED  BY 

A  PARTICIPATING  20-PAYMENT  LIFE  POLICY—  AGE  35 


$14,000 


$12,000 


$10,000 


$8,000 


$6,000 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


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SERIES  A-No.  13 


GRAPHIC  SELLING  CHARTS 


THE  GROWTH  AND  STRENGTH 
OF  OLD  LINE  INSURANCE  COMPANIES  IN  THE  U.  S. 

ASSETS 


This  chart  is  designed  to  impress  the  Prospect  with  the  wealth  and  consequent  security 
of  the  companies  writing  Life  Insurance  in  the  United  States. 

The  horizontal  scale  states  “Years”  and  the  vertical  scale  “Billions  of  Dollars.” 

Each  Red  Bar  represents  the  amount  in  Billions  of  Dollars,  of  the  aggregate  assets  of 
the  Life  Companies  in  the  year  shown  in  the  horizontal  scale. 


For  instance,  in  1907  these  assets  amounted  to  slightly  over  three  billion  dollars  and 
in  1917  were  almost  six  billion  dollars. 

The  final  Blue  Bar  represents  the  total  amount  of  money  in  use  in  the  whole  United 
States  consisting  of  coin,  bullion  and  circulation.  This  affords  an  interesting  comparison. 

The  amounts  shown  on  this  chart  are  very  impressive  and  demonstrate  the  wonderful 
growth  of  the  Life  Companies  due  to  the  steady  and  increasing  demand  for  insurance  by 
the  Public. 


12 


SERIES  A  NO.  13 


8 


THE  GROWTH  AND  STRENGTH 
OF  OLD  LINE  INSURANCE  COMPANIES 

IN  THE  U.  S. 


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SERIES  A-No.  14 


GRAPHIC  SELLING  CHARTS 


OF  100  MEN  THOSE  INCAPABLE  OF  SELF-SUPPORT  AT  VARIOUS  AGES 
There  are  two  horizontal  scales  for  this  chart,  one  giving  “numbers”  and  the  other 

<<  M 

ages. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

The  Green  Bars  represent  100  men  at  ages  30,  35,  45,  55,  and  65. 

The  Red  Bars  indicate  in  turn  the  number  of  men  who  at  the  various  ages  are  incapable 
of  self-support. 

For  instance,  at  age  45  you  will  notice  that  20  men  out  of  100  at  that  age  are  not  self- 
supporting. 

As  among  the  number  of  men  incapable  of  self-support,  we  include  those  who  have 
become  totally  disabled,  you  will  find  this  chart  useful  when  you  desire  to  call  attention 
to  the  value  of  the  disability  clause.  You  will  also  use  this  chart  when  anxious  to  impress 
the  prospect  with  the  necessity  of  providing  for  old  age. 


These  data  can  be  considered  only  as  approximately  correct.  There  is  no  known  foundation  for  these 
figures,  but  they  are  in  general  use  and  are  considered  by  many  authorities  to  approximate  the  actual  situation. — 
F.  H.  Kortright,  Author  and  Compiler. 


44 


SERIES  A  NO.  14- 


100 

OF  IOO  MEN 

THOSE  INCAPABLE  OF  SELF-SUPPORT 

AT  VARIOUS  AGES 

90 

80 

70 

60 

50 

40 

30 

20 

10 

0 

NUMBER 

CD  O 
O 

11 

100 

20 

100 

33 

100 

68 

100 

AGE 

30  35  45  55  65 

graphic  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT:  COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


ire  ubrmn 
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SERIES  A-No.  15 


GRAPHIC  SELLING  CHARTS 


A  FEW  STARTLING  FACTS 

This  is  really  a  double  chart,  bars  “A”  to  “D”  comprising  the  first  chart  and  bars 
“E”  to  “H”  the  second. 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

The  first  part  of  this  chart  shows  the  condition  of  the  estates  of  100  average  men  who 

die. 


Bar  “A”  represents  the  100  average  men  who  have  died. 

Bar  “B”  shows  the  large  number  of  these  (82)  who  leave  little  or  no  estate. 

Bar  “C”  shows  that  only  15  leave  money  which  amounts,  however,  to  less  than  $10,000. 
Bar  “D”  shows  that  out  of  100  men  only  3  leave  over  $10,000  at  death. 

The  second  part  of  the  chart  shows  the  condition  of  100  average  widows. 

Bar  “E”  represents  the  100  widows. 

Bar  “F”  shows  that  47  are  left  in  absolute  poverty. 

Bar  “G”  represents  those  (35)  who,  having  a  small  income  must  still  work  to  earn  a 
living. 

Bar  “H”  shows  that  only  18  out  of  100  widows  are  left  with  enough  to  live  on. 

Before  demonstrating  this  chart,  you  should  memorize  what  the  various  colors  repre¬ 
sent  in  order  that  you  may  not  hesitate  in  your  demonstration. 


On  starting  to  show  this  chart  to  a  prospect,  allow  your  pencil  to  rest  for  a  second  on 
the  word  “You”  and  later,  on  the  words  “Your  Widow.”  This  action  will  cause  the  pros¬ 
pect  to  realize  the  personal  significance  contained  in  the  chart. 


The  facts  on  this  chart  cause  any  man  to  think.  Your  prospect  will  be  ready  to 
consider  ways  and  means  for  obviating  the  danger  he  faces  in  not  providing  against  such 
possibilities  as  are  here  illustrated. 

The  chart  may  be  used  early  in  the  canvass  to  create  the  desire  for  insurance  protec¬ 
tion  or  it  may  be  used  later  in  answer  to  such  excuses  as  “I’ll  think  the  matter  over,”  “I 
don’t  need  any  more  insurance,”  etc. 


These  data  can  be  considered  only  as  approximately  correct.  There  is  no  known  foundation  for  these 
figures,  but  they  are  in  general  use  and  are  considered  by  many  authorities  to  approximate  the  actual  situation. — 
F.  H.  Kortright,  Author  and  Compiler. 


46 


SERIES  A  NO.  15 


A  FEW  STARTLING  FACTS 


YOU  f 


100 


YOUR  WIDOW 


80 


60 


40 


20 


0 


100 


82 


15 


100 


47 


35 


18 


B 


H 


LEGEND 


A.  AVERAGE  MALE  DEATHS 

B.  THOSE  WHO  LEAVE  NO  ESTATE 

C.  LEAVE  UNDER  510,000.00 
D  LEAVE  OVER  510,000.00 


E.  AVERAGE  WIDOWS 

F.  LEFT  IN  ABSOLUTE  POVERTY 

G.  MUST  WORK  TO  AMPLIFY  INCOME 

H.  HAVE  ENOUGH  TO  LIVE  ON 


GRAPHIC  SELLING  CHARTS,  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1822  BY  THE  SPECTATOR  COMPANY,  N.  Y. 


tat  UBRMW 


SERIES  A-No.  16 


GRAPHIC  SELLING  CHARTS 


THE  VARYING  FORTUNES  OF  100  AVERAGE  MEN 

This  chart  takes  100  men  at  age  25,  who  are  on  the  threshold  of  life  and  shows  how 
their  fortunes  vary  up  to  the  age  of  65. 

When  demonstrating,  you  should  use  the  pencil  to  indicate  the  length  of  the  bar  and 
not  be  satisfied  with  simply  pointing  to  the  number. 

It  is  important  that  you  should  memorize  what  the  various  colors  represent  so  that 
your  demonstration  will  be  easy  and  natural. 

A  glance  at  the  “Legend’’  at  the  bottom  of  the  chart  will  serve  to  refresh  your  memory 
during  a  demonstration  but  you  should  not  have  to  consult  it  at  all. 

You  should  start  your  demonstration  of  the  chart  as  follows: 

Indicating  the  1st  Bar, — “This  bar  represents  100  average  men  at  the  age  of  25.’’ 
Indicating  the  2nd  Bar,  “At  age  35,  5  are  dead,  35  are  in  the  same  financial  condition  as  at 
25;  40  are  dependent  upon  wages  for  their  livelihood,  10  are  well-to-do  and  10  are  rich,  etc., 
etc.”  3* 

The  facts  shown  on  this  chart  will  interest  the  prospect.  They  cause  him  to  hesitate 
and  to  consider  his  own  probabilities. 

Insurance  will  do  at  least  two  things;  it  will,  in  the  event  of  death,  (shaded  black), 
provide  for  dependents,  and  in  the  case  of  old  age,  assist  to  place  the  assured  in  the  class 
shaded  blue  or  red  on  the  chart. 


These  data  can  be  considered  only  as  approximately  correct.  There  is  no  known  foundation  for  these 
figures,  but  they  are  in  general  use  and  are  considered  by  many  authorities  to  approximate  the  actual  situation. — 
F.  H.  Kortright,  Author  and  Compiler. 


SERIES  A  NO.  16 


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GRAPHIC  SELLING  CHARTS 


SERIES  “B” 

Four  colored  graphs  illustrating  the 
main  types  of  Policies  issued  on  the 
Participating  Plan. 


49 


SERIES  B-No.  1 


GRAPHIC  SELLING  CHARTS 


HOW  TO  DEMONSTRATE  A  PARTICIPATING  ENDOWMENT  POLICY 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

Bar  “A”  represents  the  amount  of  the  policy. 

Bar  “B”  represents  the  annual  premium. 

These  two  bars  illustrate  the  risk  that  the  company  takes  every  year  on  the  life  of  a 
policy  holder.  The  smallness  of  the  premium  in  comparison  with  the  amount  of  the  policy 
will  be  apparent  to  the  prospect. 

At  this  stage  of  the  demonstration  you  would  deal  with  the  possible  death  of  the 
prospect  and  the  consequently  increased  value  of  his  estate  due  to  insurance. 

The  next  section  deals  with  the  policy  at  maturity. 

Bar  “D”  represents  the  guaranteed  amount  which  will  be  paid  in  cash  on  maturity. 

Bar  “E”  represents  the  amount  the  Assured  would  receive  in  annual  instalments  over 
20  years.  This  is  one  of  the  many  Settlement  Options. 

Bar  “F”  represents  the  amount  of  “paid-up”  Participating  Insurance  the  Assured 
could  obtain,  provided  he  passed  further  medical  examination. 

Bar  “Gj’  represents  the  total  premiums  payable  by  the  Assured. 

The  company  in  addition  to  carrying  the  risk  represented  by  Bars  “A”  and  “B”  for 
20  years,  guarantees  the  return  represented  by  Bars  “D”,  “E”  and  “F”  in  the  event  of  the 
Assured  being  alive  at  that  time. 

The  preceding  sections  do  not  take  into  consideration  the  fact  that  dividends  will  be 
paid  in  addition  to  the  guarantees  above  illustrated.  The  last  section  deals  with  this 
feature,  showing  the  three  methods  of  applying  dividends. 

Bar  “X”  demonstrates  that,  if  the  policy  holder  applies  these  dividends  for  the  pur¬ 
pose  of  premium  reduction,  the  net  premium  paid  would  be  considerably  less  than  shown 
by  Bar  “Gj\ 

Bar  “Y”  demonstrates  that,  should  the  policy  holder  apply  his  dividends  to  the  pur¬ 
chase  of  paid-up  additions,  the  face  value  of  his  policy  (Bar  “A”)  would  be  increased 
accordingly. 

Bar  “Z”  is  to  be  used  to  demonstrate  that  the  policy  holder  may  take  his  dividends 
in  cash  as  they  fall  due  or  may  leave  them  with  the  company,  at  interest,  to  be  withdrawn 
at  a  later  date. 

When  you  desire  to  show  an  “Actual  Result”  of  dividends  paid  you  may  do  so  by 
marking  in  the  hollow  section  of  the  last  three  bars  a  line  representing  the  total  amount 
of  such  past  dividends. 

A  very  excellent  demonstration  of  this  chart  can  be  given  by  covering  it  with  a  blank 
sheet  of  paper,  revealing  one  bar  at  a  time  and  explaining  its  significance. 

This  chart  will  serve  as  a  model  when  you  desire  to  chart  any  Endowment  Policy. 


SERIES  B  NO.  1 


PARTICIPATING  20- YEAR  ENDOWMENT 

AGE  35 


$16,000 


AT  MATURITY  OF  POLICY 


APPLICATION 
OF  DIVIDENDS 


$14,000 


$12,000 


$10,000 


$8,000 


$6,000 


$4,000 


$2,000 


0 


GRAPHIC  SELLING  CHARTS,  BY  F.  H,  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N. 


. 


•  . 

. 


SERIES  B-No.  2 


GRAPHIC  SELLING  CHARTS 


HOW  TO  DEMONSTRATE  A  PARTICIPATING  20  PAYMENT  LIFE  POLICY 


When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

Bar  “A”  represents  the  amount  of  the  policy. 

Bar  “B”  represents  the  annual  premium.  These  two  bars  illustrate  the  risk  that  the 
company  takes  every  year  on  the  life  of  a  policy  holder.  The  smallness  of  the  premium  in 
comparison  with  the  amount  of  the  policy  will  be  apparent  to  the  prospect. 

At  this  stage  of  the  demonstration  you  would  deal  with  the  possible  death  of  the 
prospect  and  the  consequently  increased  value  of  his  estate  due  to  insurance. 

Bar  “C”  represents  the  total  premiums  payable  by  the  Assured.  Let  the  prospect 
appreciate  that  the  total  premiums  are  considerably  less  than  the  value  of  the  paid-up 
policy. 

The  next  section  deals  with  the  policy  in  the  event  of  death. 

Bar  “D”  represents  the  guaranteed  amount  which  will  be  paid  in  cash  to  the  Bene¬ 
ficiary. 

Bar  “E”  represents  the  amount  the  Beneficiary  would  receive  in  annual  instalments 
over  20  years.  This  is  one  of  the  many  Settlement  Options. 

Bars  “D”  and  “E”  represent  the  guaranteed  returns  from  insurance  and  Bar  “C”  the 
total  cost  to  the  policy  holder. 


The  preceding  sections  do  not  take  into  consideration  the  fact  that  dividends  will  be 
paid  in  addition  to  the  guarantees  above  illustrated.  The  last  section  deals  with  this 
feature,  showing  the  three  methods  of  applying  dividends. 


Bar  “X”  demonstrates  that  if  the  policy  holder  applies  these  dividends  for  the  purpose 
of  premium  reduction,  the  net  premiums  paid  would  be  considerably  less  than  shown  by 
Bar  “C”. 


Bar  “Y”  demonstrates  that  should  the  policy  holder  apply  his  dividends  to  the  pur¬ 
chase  of  paid-up  additions,  the  face  value  of  his  policy  (Bar  “A”)  would  be  increased 
accordingly. 


Bar  “Z”  is  to  be  used  to  demonstrate  that  the  policy  holder  may  take  his  dividends  in 
cash  as  they  fall  due  or  may  leave  them  with  the  company,  at  interest,  to  be  withdrawn 
at  a  later  date. 


When  you  desire  to  show  an  “Actual  Result”  of  dividends  paid,  you  may  do  so  by 
marking  in  the  hollow  sections  of  the  last  three  bars  a  line  representing  the  total  amount 
of  such  past  dividends. 

A  very  excellent  demonstration  of  this  chart  can  be  given  by  covering  it  with  a  blank 
sheet  of  paper,  revealing  one  bar  at  a  time  and  explaining  its  significance. 

This  chart  will  serve  as  a  model  when  you  desire  to  chart  other  Limited  Payment  Life 
Policies. 


52 


SERIES  B  NO.  2 


PARTICIPATING  2Q-PAYMENT  LIFE 

AGE  35 


$14,000 


$12,000 


$10,000 


$8,000 


$6,000 


$4,000 


$2,000 


LI 


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RETURNS  IN 
THE  EVENT 
OF 

DEATH 


APPLICATION 

OF 

DIVIDENDS 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT 
COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N. 


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SERIES  B-No.  3 


GRAPHIC  SELLING  CHARTS 


HOW  TO  DEMONSTRATE  A  PARTICIPATING  ORDINARY  LIFE  POLICY 


When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

Bar  “A”  represents  the  amount  of  the  policy. 

Bar  “B”  represents  the  annual  premium.  These  two  bars  illustrate  the  risk  that  the 
company  takes  every  year  on  the  life  of  a  policy  holder.  The  smallness  of  the  premium 
in  comparison  with  the  amount  of  the  policy  will  be  apparent  to  the  prospect. 

At  this  stage  of  the  demonstration  you  would  deal  with  the  possible  death  of  the 
prospect  and  the  consequently  increased  value  of  his  estate  due  to  insurance. 

Bar  “C”  represents  the  total  premiums  payable  by  the  Assured  during  his  “Expect¬ 
ancy”  of  life  (31  years  in  this  case).  The  intersecting  line  gives  the  amount  of  these 
premiums  over  20  years. 

Let  the  prospect  appreciate  that  the  total  premiums  shown  are  considerably  less  than 
the  face  value  of  the  policy. 


The  next  section  deals  with  the  policy  in  the  event  of  death. 

Bar  “D”  represents  the  guaranteed  amount  which  will  be  paid  in  cash  to  the  Bene¬ 
ficiary. 

Bar  “E”  represents  the  amount  the  Beneficiary  would  receive  in  annual  instalments 
over  20  years.  This  is  one  of  the  many  Settlement  Options. 


Bars  “D”  and  “E”  represent  the  guaranteed  returns  from  insurance  and  Bar  “C”  the 
total  cost  to  the  policy  holder  on  the  assumption  that  he  dies  on  reaching  his  “Expectancy.” 


The  preceding  sections  do  not  take  into  consideration  the  fact  that  dividends  will  be 
paid  in  addition  to  the  guarantees  above  illustrated.  The  last  section  deals  with  this 
feature,  showing  the  three  methods  of  applying  dividends. 


Bar  “X”  demonstrates  that  if  the  policy  holder  applies  these  dividends  for  the  purpose 
of  premium  reduction,  the  net  premiums  paid  would  be  considerably  less  than  shown  by 
Bar  “C”. 


Bar  “Y”  demonstrates  that  should  the  policy  holder  apply  his  dividends  to  the  pur¬ 
chase  of  paid-up  additions  the  face  value  of  his  policy  (Bar  “A”)  would  be  increased  ac¬ 
cordingly. 

Bar  “Z”  is  to  be  used  to  demonstrate  that  the  policy  holder  may  take  his  dividends  in 
cash  as  they  fall  due  or  may  leave  them  with  the  company  at  interest  to  be  withdrawn  at  a 
later  date. 


When  you  desire  to  show  an  “Actual  Result”  of  dividends  paid,  you  may  do  so  by 
marking  in  the  hollow  sections  of  the  last  three  bars  a  line  representing  the  total  amount 
of  such  past  dividends. 

A  very  excellent  demonstration  of  this  chart  can  be  given  by  covering  it  with  a  blank 
sheet  of  paper,  revealing  one  bar  at  a  time  and  explaining  its  significance. 

This  chart  will  serve  as  a  model  for  any  Ordinary  Life  Policies  that  you  may  desire  to 
chart. 


54 


SERIES  B  NO.  3 


PARTICIPATING  ORDINARY  LIFE 

AGE  35 


$14,000 


$12,000 


$10,000 


$8,000 

$6,000 

$4,000 


$2,000 


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APPLICATION 

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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT- 
COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N. 


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SERIES  B-No.  4 


GRAPHIC  SELLING  CHARTS 


HOW  TO  DEMONSTRATE  A  CONTINUOUS  MONTHLY  INCOME  POLICY 

LIMITED  PAYMENT  LIFE  PLAN 
$100  PER  MONTH 

When  demonstrating  this  chart,  indicate  the  bars  in  the  usual  manner. 

The  Blue  Bars  represent  the  total  premiums  paid,  in  the  1st,  5th,  10th,  15th  and  20th 
year. 

The  solid  Red  Bars  show  the  guaranteed  amount  payable  in  the  event  of  death.  This 
is  of  course  paid  in  240  monthly  instalments,  which  on  this  chart  at  $100  per  month  amount 
to  $24,000. 

The  Hollow  Red  Bars  indicate  that  should  the  Beneficiary  survive  the  last  of  these 
guaranteed  payments  the  company  would  continue  to  pay  her  the  monthly  income  for  as 
long  as  she  may  live. 

The  final  bar  on  the  chart  represents  the  commuted  value  of  the  policy,  which  is  the 
lump  sum  payable  in  lieu  of  instalments. 

In  your  demonstration  you  would  proceed  as  follows:  Indicate  the  first  Blue  Bar 
as  the  annual  premium.  Point  out  that  if  death  occurs,  the  Assured’s  Estate  will  receive 
the  amount  of  the  Red  Bar  guaranteed  (indicate  same  and  state  the  amount),  and  the  Bene¬ 
ficiary  would  continue  to  receive  this  $100  monthly  income  as  long  as  she  lives  (indicate  the 
Hollow  Red  Bar).  If  she  lives  to  be  70  years  of  age,  she  would  receive  a  total  of  $42,000. 

You  should  repeat  this  process  for  the  10th  and  20th  years  to  make  sure  that  it  is 
effective  and  for  the  purpose  of  impressing  the  memory. 

On  indicating  the  last  Blue  Bar,  you  should  emphasize  the  fact  that  this  bar  represents 
the  total  payments  that  the  Assured  has  to  make.  This  forms  a  most  favorable  comparison 
even  with  the  minimum  that  his  estate  will  receive  ($24,000). 

No  dividends  are  dealt  with  on  this  chart  but  as  this  feature  greatly  enhances  the  value 
of  the  policy,  you  must  be  ready,  should  it  be  necessary,  to  explain  how  these  affect  the 
returns  to  the  Beneficiary. 

This  chart  presents  Monthly  Income  Insurance  in  a  very  attractive  manner. 


56 


SERIES  B  NO.  4 


$44,000 


$40,000 


$36,000 


_  CONTINUOUS  MONTHLY  INCOME 


PARTICIPATING  20-PAY  LIFE  PLAN. 


AGES  35-35. 
$100  PER  MONTH 


$32,000 


$28,000 


$24,000 


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$16,000 


$12,000 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT:  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY,  N.  Y. 


GRAPHIC  SELLING  CHARTS 


SERIES  “C” 

Seven  colored  graphs  illustrating  the 
various  Clauses  and  Privileges  in¬ 
cluded  in  the  Policy  Contracts. 


57 


SERIES  C-No.  1 


GRAPHIC  SELLING  CHARTS 


A  COMPARISON 

ORDINARY  LIFE,  20  PAY  LIFE,  20  YEAR  ENDOWMENT,  AGE  35- 

PREMIUM  $100 

The  object  of  this  chart  is  to  show  a  comparison  of  the  three  main  types  of  participating 
insurance. 

A  fixed  premium  of  $100.00  per  year  is  selected  in  order  to  arrive  at  a  basis  of  com¬ 
parison. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  the  1st  Bar  as  the  annual  premium. 

Indicate  the  2nd  Bar  as  the  amount  of  insurance  obtainable  on  the  Ordinary  Life  Plan. 

Indicate  the  3rd  Bar  as  the  amount  of  insurance  obtainable  on  the  Twenty  Payment 
Life  Plan. 

Indicate  the  4th  Bar  as  the  amount  of  insurance  obtainable  on  the  Twenty  Year 
Endowment  Plan. 

The  Blue  Bars  in  the  chart  indicate  the  amount  of  premiums  which  have  been  paid 
at  the  end  of  the  year  shown  in  the  horizontal  scale. 

The  Red  Bars  indicate  the  surrender  value  of  the  Endowment  Policy. 

The  Yellow  Bars  indicate  the  surrender  value  of  the  Twenty  Pay  Life  Policy. 

The  Green  Bars  indicate  the  surrender  value  of  the  Ordinary  Life  Policy. 

It  is  obvious  from  this  chart  that  if  a  man  needs  large  “cover”  he  should  have  Ordi¬ 
nary  Life  Insurance;  if  he  needs  the  “investment”  feature,  this  is  offered  by  Endowment 
Insurance  with  its  high  loan  and  surrender  values. 

The  relationships  shown  on  this  chart  should  prove  interesting  to  you  as  well  as  to  the 
prospect. 


58 


SERIES  C  NO.  J 


GRAPHIC  SELLING  CHARTS,  BY  F.  H.  KORTRIGHT ;  COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N.  Y 


0F  THE 


SERIES  C-No.  2 


GRAPHIC  SELLING  CHARTS 


PREMIUMS-CASH  SURRENDER-PAID  UP  INSURANCE 
PARTICIPATING  20  PAYMENT  LIFE  POLICY-AGE  35 

The  object  of  this  chart  is  to  illustrate  the  relationship  between  the  Premiums  Paid, 
the  Cash  Surrender  Values  and  the  amount  of  Paid-Up  Insurance  throughout  the  life  of  a 
Twenty  Payment  Life  Policy. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  the  1st  Red  Bar  as  the  amount  of  the  Policy. 

The  Blue  Bars  represent  the  total  Premiums  paid  at  any  year  during  the  life  of  the 
policy. 

The  Yellow  Bars  represent  the  Cash  Surrender  Values^at  any  year  during  the  life  of 
the  policy. 

The  Red  Bars  represent  the  Paid-Up  Insurance  Values  obtainable  at  any  year  during 
the  life  of  the  policy. 

This  chart  is  merely  to  illustrate  the  general  relationship  which  exists;  the  exact 
amounts  of  these  Surrender  and  Paid-Up  values  are  readily  obtainable  from  your  Rate  Book. 

You  would  find  it  instructive  to  compare  the  corresponding  values  of  a  20  Year 
Endowment  and  an  Ordinary  Life  Policy  with  those  illustrated  on  this  chart.  You  can 
best  make  this  comparison  by  constructing  two  similar  charts  depicting  these  policies. 


6o 


SERIES  C  NO.  2 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT:  COPYRIGHT  1822  BY  THE  SPECTATOR  COMPANY 


1HI  UBflMN 


SERIES  C-No.  3 


GRAPHIC  SELLING  CHARTS 


SETTLEMENT  PRIVILEGE  No.  1 

This  Mode  of  Settlement  may  be  described  as  follows: 

To  have  the  whole  or  any  specified  portion  of  the  net  proceeds  payable  in  a  specified 
number  of  years  (not  exceeding  30),  in  equal  monthly,  quarter-yearly,  half-yearly  or  yearly 
instalments,  the  first  of  such  instalments  to  be  payable  immediately. 

The  centre  section  of  this  chart  illustrates  the  settlement  in  twenty  annual  instalments. 

The  horizontal  and  vertical  scales  of  this  chart  state  the  value  in  dollars  of  each  bar. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  the  first  bar  as  the  face  value  of  the  policy  which  has  become  a  claim. 

Of  the  following  bars,  the  portions  shaded  Dark  Red  represent  the  amount  of  the 
annual  instalments,  which  on  the  chart  extend  for  20  years.  Each  whole  bar  represents 
the  total  payment  received  at  any  year,  for  instance:  The  20th  Bar  in  this  section  shows 
the  total  amount  ($13,040)  which  is  received  by  the  Beneficiary  in  lieu  of  the  original 
amount  of  the  policy. 

The  last  section  shows  by  means  of  six  bars  the  total  amounts  receivable  when  the 
instalment  period  is  3,  10,  15,  20,  25  or  30  years. 

The  figures  under  these  bars  give  the  Instalment  Period,  the  amount  of  the  annual 
instalment,  and  the  total  amount  payable. 

For  example:  If  the  instalments  are  to  be  made  over  a  period  of  15  years,  the  annual 
instalment  would  be  $813  and  the  total  amount  payable  is  $12,195. 

This  chart  demonstrates  very  clearly  the  value  of  this  Plan  of  Settlement.  It  shows 
impressively  that  the  amounts  receivable  by  the  Assured’s  Beneficiary  under  this  mode  of 
settlement,  are  greatly  in  excess  of  the  face  value  of  the  policy. 

This  chart  provides  a  good  selling  feature  for  insurance  as  it  will  serve  to  remove  the 
fear  from  the  prospect’s  mind  that  the  insurance  money  he  leaves  may  be  squandered  or 
lost.  Again,  you  may  use  it  when  you  deliver  the  policy  and  wish  to  finally  explain  the 
Contract  to  the  Assured.  Apart  from  this,  it  is  a  chart  which  should  prove  interesting 
and  instructive  to  you. 


62 


SERIES  C  NO.  3 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT: 

COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY.  N.  Y 

AMOUNT 

OF  ANNUAL 
INSTALLMENT 

$2,110.00 

$1,139.00 

$813.00 

$652.00 

$557.50 

$495.00 

INSTALLMENT 

PERIOD 

YEARS 

5 

10 

15 

20 

25 

30 

THfc  HBBHM 
OF  THE 

OKIVERSITY  OF  SLLiHC'.S 


* '  ; 

■ 


SERIES  C-No.  4 


GRAPHIC  SELLING  CHARTS 


SETTLEMENT  PRIVILEGE  No.  2 

This  Mode  of  Settlement  may  be  described  as  follows: 

To  have  the  whole  or  any  specified  portion  of  the  net  proceeds  payable  in  equal  month¬ 
ly,  quarter-yearly,  half-yearly  or  yearly  instalments,  to  continue  for  20  years  certain  and 
so  long  thereafter  as  the  Beneficiary  shall  live,  without  apportionment,  depending  as  to  amount 
on  the  age  last  birthday  of  the  Beneficiary  at  the  maturity  of  the  policy,  the  first  instalment 
to  be  payable  immediately. 

This  chart  illustrates  the  annual  instalments  payable  to  a  Beneficiary ,  who  has  attained 
the  age  of  40  years. 

The  upper  horizontal  scale  and  the  vertical  scale  state,  in  dollars,  the  value  of  the 
bars,  the  lower  horizontal  scale  states  years. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

The  1st  Bar  represents  the  value  of  the  policy  which  has  become  a  claim. 

Of  the  following  20  bars,  the  portion  shaded  Dark  Red  represent  the  amount  of  the 
annual  instalment.  The  whole  Bar  represents  the  total  payment  received  at  any  year,  for 
instance:  The  20th  Bar  gives  the  total  guaranteed  payment  ($9,800)  which  will  be  paid 
in  lieu  of  the  face  value  whether  the  Beneficiary  be  alive  or  not.  (Annual  payments  of 
$490,  however,  will  continue  to  be  paid  to  the  Beneficiary  for  as  long  as  she  may  live). 

The  remaining  four  bars  illustrate  the  amounts  that  the  Beneficiary  would  have  re¬ 
ceived  to  the  end  of  the  25th,  30th,  35th  or  40th  years. 

It  is  thus  seen  that  should  the  Beneficiary  attain  the  age  of  80  years,  her  total  receipts 
would  be  $19,600. 

This  chart  demonstrates  very  clearly  the  value  of  this  Plan  of  Settlement.  It  shows 
impressively  that  the  amounts  the  Assured’s  Beneficiary  may  receive  are  greatly  in  excess 
of  the  face  value  of  the  policy. 

This  chart  provides  a  good  selling  feature  for  insurance  as  it  will  serve  to  remove  the 
fear  from  the  prospect’s  mind  that  the  insurance  money  he  leaves  may  be  squandered  or 
lost.  Again,  you  may  use  it  when  you  deliver  the  Policy  and  wish  to  finally  explain  the 
Contract  to  the  Assured.  Apart  from  this,  it  is  a  chart  which  should  prove  interesting  and 
instructive  to  you. 


64 


SERIES  C  NO.  4. 


$18,000 


$16,000 


$14,000 


SETTLEMENT  PRIVILEGE  NO.  2 


$12,000 


$10,000 


$8,000 


$6,000 


$4,000 


TWENTY  YEAR  PERIOD 

PAYMENT  $490 


$2,000 


o 


a 


::W 


o 

CT> 

’'T 


EVERY  YEAR  FOR  20  YEARS 
GUARANTEED 


oo 

O) 


°  O  O  Q 
in  ©  in  © 
cm  co  to 

eg  rC  o> 
S*  w 


YEARS 


1  2  3  4  5  6  7  8  9  10  1 1  12  13  14  15  16  17  18  19  20  25  30  35  40 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


OF  THE 

UNIVERSITY  OF  1EUNC.S 


du 


■ 


* 


SERIES  C-No.  5 


GRAPHIC  SELLING  CHARTS 


DISABILITY  CLAUSE  ILLUSTRATED  BY  PARTICIPATING  20  PAY  LIFE 

The  Total  Disability  Clause  here  illustrated  provides  for:  (1)  A  Waiver  of  Premiums 
without  prejudice  to  the  policy  and  (2)  A  Monthly  Income  to  the  maturity  of  the  policy 
of  $10.00  per  $1000  Insurance. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  Bar  “A”  as  the  amount  of  the  policy. 

Indicate  Bar  “B”  as  the  annual  premium. 

Indicate  Bar  “C”  as  the  total  premiums  which  would  be  paid  on  this  policy. 

Indicate  Bar  “D”  as  denoting  that  after  5  years  (taken  by  way  of  example)  the  As¬ 
sured  becomes  totally  disabled.  The  solid  Blue  section  of  this  Bar  indicates  the  premiums 
which  have  been  paid  up  to  the  time  of  disability.  The  Hollow  Section  represents  the 
further  premiums  which  are  now  waived  by  the  company. 

The  next  section  shows  that  the  policy  at  the  end  of  the  payment  period  has  the  same 
value  as  though  the  premiums  had  been  met  regularly. 

Indicate  Bar  “E”  as  the  cash  value  of  the  policy.  The  hollow  section  denotes  probable 
dividends. 

Indicate  Bar  “F”  as  the  paid-up  value  of  the  policy.  The  hollow  section  denotes 
probable  dividends. 

Bar  “G”  deals  with  the  Monthly  Income  Feature  of  the  Clause.  It  shows  that  a 
policy  holder,  disabled  for  20  years  would  have  received  the  sum  of  $24,000.  He  would 
continue  to  receive  $100  per  month  during  the  continuation  of  his  disability. 

This  Clause  is  here  shown  in  a  most  attractive  manner  and  its  advantages  are  clearly 
impressed  upon  the  prospect. 


66 


SERIES  C  NO.  5 


$22,000 


$20,000 


$18,000 


$16,000 


$14,000 


DISABILITY  CLAUSE 

ILLUSTRATED  BY 

20-PAYMENT  PARTICIPATING  POLICY 

AGE  35 


$12,000 


$10,000 


$8,000 


$6,000 


$4,000 


$2,000 


Q 


20  YEARS 


B 


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GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT:  COPYRIGHT  1022  BY  THE  SPECTATOR  COMPANY,  N.  Y. 


tee  UBRMW 

Of  TEE 


ussrasnv  o? 


SERIES  C-No.  6 


GRAPHIC  SELLING  CHARTS 


EXTENDED  INSURANCE  CLAUSE. 

ILLUSTRATED  BY 

PARTICIPATING  20  YEAR  ENDOWMENT— AGE  35 

This  clause  is  inserted  in  the  policy  contract  for  the  purpose  of  retaining  on  the  com¬ 
pany’s  books,  insurance  which,  were  it  not  for  this  feature  would  lapse  should  the  policy 
holder  find  himself  unable  to  meet  his  premium  payments  and  be  inclined  to  demand  his 
cash  surrender  value. 

The  prospect  who  hesitates  to  insure  from  the  feeling— often  not  expressed — that  at 
some  time  he  may  not  be  able  to  meet  his  payments  and  would  therefore  sustain  a  loss  and 
lose  his  insurance  protection,  will  be  favorably  impressed  when  you  show  him  how  the 
company  has  provided  for  this  contingency. 

The  upper  horizontal  scale  gives  the  value  of  each  bar. 

The  lower  horizontal  scale  gives  the  year  under  consideration. 

The  left  hand  vertical  scale  gives  “Dollars.” 

The  right  hand  vertical  scale  gives  “Years”  of  extension  period. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  the  1st  Bar  as  the  value  of  the  policy. 

Indicate  the  2nd  Bar  as  the  annual  premium. 

You  would  then  select  any  period,  for  instance:  the  eleventh  year,  and  would  indicate 
the  fact  that  should  the  policy  holder,  after  having  paid  $5610  in  premiums,  (indicate  here 
the  Blue  Bar)  find  himself  unable  to  make  any  further  payments,  the  insurance  company 
would  carry  him  fully  insured  for  the  face  value  of  his  policy,  (indicate  here  the  first  Red 
Bar)  for  a  further  period  of  9  years  (indicate  here  the  Black  Bar). 

You  would  then  explain  the  fact  that  should  he  die  within  the  extension  period  he 
would  receive  the  sum  for  which  he  was  insured  and  that  no  deductions  for  unpaid  pre¬ 
miums  would  be  made  by  the  company. 

You  would  now  indicate  the  Yellow  Bar  in  this  section  as  the  refund  the  Assured  would 
receive  at  the  end  of  the  endowment  period.  You  would  point  out  the  fact  that  the  re¬ 
fund  is  less  by  a  very  small  amount  than  the  premiums  which  had  been  paid,  and  the 
Assured  has  been  covered  for  the  face  value  of  his  policy  for  20  years. 

It  is  obvious  that  any  other  year  could  be  chosen  by  way  of  example  and  as  a  matter 
of  fact  you  should  illustrate  at  least  two  periods,  as  repetition  will  more  firmly  fix  the 
advantage  of  this  clause  in  the  mind  of  the  prospect.  It  is  suggested  that  the  17th  year 
be  then  illustrated  and  the  fact  that  the  refund  is  so  nearly  equal  to  the  amount  of  pre¬ 
miums  paid  should  be  dwelt  upon. 

This  clause  will  be  found  to  appeal  very  strongly  to  many  prospects,  as  it  removes 
the  fear  of  loss  in  the  event  of  their  being  unable  to  meet  future  premiums.  This  fear  is 
often  the  only  reason  why  they  do  not  insure. 


68 


SERIES  C  NO.  6 


EXTENDED  INSURANCE  CLAUSE 

ILLUSTRATED  BY  PARTICIPATING  20-YEAR  ENDOWMENT— AGE  35 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  1922  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


THE  'LIBRARY 

OF  THE 

UNIVERSITY  OF  ILLINOIS 


SERIES  C-No.  7 


GRAPHIC  SELLING  CHARTS 


EXTENDED  INSURANCE  CLAUSE 
PARTICIPATING  20  PAY  LIFE— AGE  35 

This  clause  is  inserted  in  the  policy  contract  for  the  purpose  of  retaining. on  the  com¬ 
pany’s  books,  insurance  which,  were  it  not  for  this  feature,  would  lapse  should  the  policy 
holder  find  himself  unable  to  meet  his  premium  payments  and  be  inclined  to  demand  his 
cash  surrender  value. 

The  prospect  who  hesitates  to  insure  from  the  feeling — often  not  expressed — that  at 
some  time  he  may  not  be  able  to  meet  his  payments  and  would  therefore  sustain  a  loss  and 
lose  his  insurance  protection  will  be  favorably  impressed  when  you  show  him  how  the 
company  has  provided  for  this  contingency. 

The  upper  horizontal  scale  gives  the  value  of  each  bar. 

The  lower  horizontal  scale  gives  the  year  under  consideration. 

The  left  hand  vertical  scale  gives  “Dollars.” 

The  right  hand  vertical  scale  gives  “Years”  of  extension  period. 

When  demonstrating  this  chart  indicate  the  bars  in  the  usual  manner. 

Indicate  the  1st  Bar  as  the  value  of  the  policy. 

Indicate  the  2nd  Bar  as  the  annual  premium. 

You  would  then  select  any  period,  for  instance,  the  eleventh  year  and  would  indicate 
the  fact  that  should  the  policy  holder,  after  having  paid  $3,982  in  premiums,  (indicate  here 
the  Blue  Bar)  find  himself  unable  to  make  any  further  payments,  the  insurance  company 
would  carry  him  fully  insured  for  the  face  value  of  his  policy  (indicate  here  the  first  Red 
Bar)  for  a  further  period  of  22  years  (indicate  here  the  Black  Bar). 

You  would  then  explain  the  fact  that  should  he  die  at  any  time  within  the  extension 
period  he  would  receive  the  sum  for  which  he  was  insured  and  that  no  deductions  for  un¬ 
paid  premiums  would  be  made  by  the  company. 

It  is  obvious  that  any  other  year  could  be  chosen  by  way  of  example  and  as  a  matter 
of  fact  you  should  illustrate  at  least  two  periods,  as  repetition  will  more  firmly  fix  the  ad¬ 
vantage  of  this  clause  in  the  mind  of  the  prospect. 

This  clause  will  be  found  to  appeal  very  strongly  to  many  prospects  as  it  will  remove 
the  fear  of  loss  in  the  event  of  their  being  unable  to  meet  future  premiums.  This  fear  is 
often  the  only  reason  why  they  do  not  insure. 


70 


SERIES  C  NO.  7 


EXTENDED  INSURANCE  CLAUSE 

PARTICIPATING  20-PAY  LIFE— AGE  35 


GRAPHIC  SELLING  CHARTS.  BY  F.  H.  KORTRIGHT;  COPYRIGHT  IB22  BY  THE  SPECTATOR  COMPANY.  N.  Y. 


IHt  UBBMK 
OF  THE 

UHWERSnY  OF  ILLtROiS 


